Biscuit brand Bahlsen has announced the launch of a new national TV campaign for its Pick Up! biscuit bars, with an investment of £2m.

The campaign, using the tagline ’And Then Some’, will run for five weeks across a number of major TV channels, including ITV, Channel 4 and Sky.

The Pick Up! advert will be centred on its message of ‘Chocolate. Biscuit. And then some’ depicting that the biscuit is more than consumers expect.

Julien Lacrampe, trade marketing manager at Bahlsen, said the company was thrilled to share its most exciting campaign to date.

“Pick Up! is currently overperforming in the chocolate biscuit bars segment and has grown by 23.9% year on year, according to Nielsen,” said Lacrampe.

“We want as many people as possible to try and enjoy our delicious biscuits and this fantastic campaign is a significant step on this path.”

Bahlsen said that it predicted more than 4.2 million households in the UK would view the advert at least once.

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