United Biscuits brand, go ahead! is readying to re-launch its website, http://www.goahead.co.uk/ through its digital agency InboxDMG.

The re-launch forms part of the brand’s strategy to stake its claim as the UK’s leading snack brand, offering ‘delicious snacks you can feel good about eating’.

InboxDMG’s job is to design a dynamic online presence that differentiates the go ahead! brand and engages its 25-44 years old female audience, driving trial with both new and lapsed users, getting them to try the different product variants and developing an ongoing dialogue with them.

Users will be able to discover the go ahead! range and find the right snack for them. After choosing a pre-selected answer to a series of questions they will be recommended a go ahead! snack that’s right for them; and will be able to print off a 30p money-off-next- purchase voucher.

A regularly updated mini-poll with a choice of pre-selected answers will reveal what’s currently making people feel good.

Users will also be invited to enter their details into a competition prize draw staggered over a two month period offering the chance to win one of three prizes that will ‘make them feel good’. These include, a three-night trip to New York with tickets to see Mamma Mia! on Broadway, a week-long salsa course for two in Cuba with accommodation and flights included; and a weeks sailing holiday in Turkey. Runner up prizes will include three Wii consoles and Wii Fit.

After entering, users will be able to send details of the competition and how to enter to a friend. And after each prize draw an e-mail will be sent to all opt-in entrants encouraging them to return to the site to enter the next prize draw.

The website will incorporate the above-the-line creative theme of ‘feeling good’ - so, for example, there will be a feel-good tree featuring fun-to-do feel good tips and the user will be encouraged to remind their friends they care about by emailing the tip onto them. Users will also be able to watch the TV ad by clicking on a TV screen featuring the girl from the ad and will be invited to reveal what’s making them feel good, with the best suggestions displayed on the website.

An online media campaign through Media Edge will drive users to the website.

Oli Christie, creative director of InboxDMG comments, "The new website will be a fantastic brand-rich experience that integrates beautifully with the above-the-line creative to bring to life the brand’s sunny and confident personality and show our target audience that go ahead! are delicious snacks that they can feel good about eating. The competition is a great driver and e-CRM hook, and by asking people what makes them feel good we’ll be keeping the site content fresh and compelling. And the find the right snack feature shows the depth of the go ahead! range - plus this, along with the poll, will be a great source of further consumer insight."