bn
Back to school with BN
Client: BN / Pladis
Country: Belgium
Services: Advertising
Sector: Food
Timing: Since 2025
Question
Whilst the brand is still widely recognised across Belgium, BN was missing top of mind awareness and positive purchase intent. The challenge at hand: bring BN back to the heart and mind of Belgian parents and make it the go-to-snack of preference for parents with primary school kids.
Approach
We went 'back to the future' with a punchy 15" ad, combining 2 historical distinctive brand assets: the iconic smiling biscuit and the legendary "BN BN, mana manama" tune. As research shows, brand characters and sonic branding are the 2 most powerful ways to build a distinctive system 1 connection with consumers, we only had one job to do: bring them together in a playful and fun ad that runs around key 'back to school' moments in september, January and April (post-Easter).
Results
The campaign successfully re-ignited brand love shown by a 5% positive upswing of brand preference in consumer panels. BN Mini, the core range with the smiling biscuit, is also business wise in strong growth, outperforming both other BN products as well as the market.
Beyond
Next to the main BN core range campaign, we extended the year plans with short form animation ads to support the launch of line extensions, like BN Dél'ICE and BN Gourmand.