The company has enlisted Brahm to reposition its brand to a younger, more mainstream audience, while maintaining an ‘upmarket and aspirational feel'.
The brief will also see Brahm supporting Bahlsen's product range, which includes Choco Leibniz, First Class, Messino and Deloba. The agency will also launch the manufacturer's latest sweet biscuit snack, Crispini, to both consumer and trade audiences in the early summer.
The initial campaign also aims to maximise the brand's sponsorship of ITV1 shows Parkinson and The Dame Edna Everage Treatment.
The Brahm team will be led by group account director Deborah Copeland, who reports into Bahlsen marketing manager Jon Dance.
‘We'll be targeting trade and consumer media to drive brand awareness and support listings and drive sales,' she said.
The campaign will raise the issue of when to eat the biscuits with a special focus on quality time she added. The drive will also research the concept of quality time and what it means to different people.
Bahlsen's incumbent agency was Bristol-based Bray Leino, which it worked with it on a six-month project basis. Pitches took place in March. Fees are thought to be around £100,000.
As the world's largest family-owned biscuit manufacturer, Bahlsen accounts for 70 per cent of the continental biscuits sold in the UK, it claims.
Bahlsen has traded in the UK for 35 years. Based in Hanover, Bahlsen has an annual turnover of more than £400m and it exports to over 80 countries.