The ad opens with a woman sighing, disappointed that the Eet-Sum-Mor's are once again finished and moves on to the Bakersman with his helpers, who are discussing a “problem” they are facing: people love Eet-Sum-Mor's so much they just can't get enough of them. To solve the problem they decide to make some more… and more and more.

A special Bakers Eet-Sum-Mor jingle was created for the advert, which plays on the origins of the brand name. (In 1940, while tasting some of the first shortbread samples, the biscuit sales manager, a Mr Carter commented that they “were a very tasty biscuit, and once you had eaten one you wanted to eat some more” and the name Eet-Sum-Mor was born.)

Radio spots

A radio advert, using the catchy Eet-Sum-Mor jingle, has also been created. The radio spots have been positioned to coincide with four popular ‘tide me over' times of day: mid-morning, mid-afternoon, after-work and on-the-go.

“The Bakers Eet-Sum-Mor shortbread biscuit has always proven to be a firm favourite - we use only real ingredients including real butter, which give the biscuits a rich, creamy taste. The new advert demonstrates the popularity of the brand in a clear, fun and entertaining way showing how Eet-Sum-Mor brings ‘more Bakers magic' to consumers,” explains Nancy Gwama, Bakers senior brand manager.

[16 Jul 2007 07:35]

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