Mondelez International to promote bear-shaped sponge snack, Barny, to families in nationwide tour

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Barny: promoting to families

Barny: promoting to families

Barny, the bear-shaped sponge snack brand launched by Mondelez International last year, is targeting families with a new campaign created by Arc London.

Barny’s World of Discovery will visit 11 different locations across the UK. Beginning at the Manchester Arndale Centre on the 2 May 2014, the tour will visit destinations including the Eastbourne International Air Show and the Bristol International Balloon Fiesta, as well as county shows and shopping centers.

Arc London is providing a fun and interactive experience by featuring the Barny wall of discovery – an 8m illustrated wall featuring Barny’s friends that come to life via augmented reality using AR enabled tablets. The work will also encourage children to explore and find out interesting facts about ladybirds, butterflies, snails and other insects through various activities within the discovery area. Barny himself will be there to meet all of the families that visit, and his team will be on hand to distribute samples of chocolate and milk Barny samples, along with the latest flavour in the portfolio; strawberry.

Barny’s World of Discovery enables families to discover nature together and creates an experience that is both fun and educational whilst also raising brand and product awareness. The experiential activity is part of a wider campaign supporting the Mumsnet partnership with H&K and ATL.

Camille Bouveret, assistant brand manager at Mondelez International, said: “Having increased our activity following the success of last year, 2014 promises to be even more exciting and memorable. Last year’s experiential activity contributed to the huge success of Barny’s launch, with over 7% penetration and 35% repeat rate (Source: Kantar World Panel. Data to March 2014). We’re very excited to be working with Arc London again this year.”

Will Glynn-Jones, head of experiential at Arc London, said: “2014 promises to be another great year for the Barny brand. Arc and Mondelez will be working together again following the success of our launch activity in 2013, and with increased investment this year, we’re looking forward to taking our interactive experience to more mums and kids up and down the country.”