The company launched a TV spot for Hit in May. The ad, by Forever Beta, featured women in a supermarket singing the Britney Spears track Baby One More Time with the altered lyrics: “I love Hit biscuits, it’s killing me.”
In 2010, Bahlsen launched a six-figure ad campaign aimed at positioning its Messino brand as a premium alternative to the market-leading Jaffa Cakes. The activity included TV spots created by Ogilvy in Germany.
As the world’s largest family owned biscuit manufacturer, it claims to account for 70 per cent of the continental biscuits sold in the UK.
Bahlsen has traded in the UK for 40 years.