Biscuit brand Jammie Dodgers has launched an Instagram filter for Valentine’s Day, asking fans of the brand: What is making your eyes pop?’  The filter, created by performance marketing agency Journey Further, aims to disrupt the conversation around Valentine’s Day, and encourage the nation to tap into their own sense of mischief and nostalgia for the brand.

The design mimics the love heart emoji, replacing the eyes with ‘popping’ jammie love hearts – representing the iconic raspberry jam centre of a Jammie Dodger. When the user opens their mouth or smiles, the love hearts are triggered to ‘pop’ out of the biscuits.

The filter launches today and will run alongside a social competition, giving biscuit lovers the chance to win a year’s supply of Jammie Dodgers. To be in with a chance of winning, entrants are required to take a selfie using the Jammie Dodgers filter, upload it to their Instagram story and tag @jammiedodgersofficial.

“This is the first time we’ve ever created an Instagram filter for any of the Burton’s Biscuits brands, so it’s really exciting to see it come to life,” said Burton’s Biscuits marketing director, Kate Needham. “The Jammie heart centre of the Jammie Dodger biscuit means the brand lends itself perfectly to Valentine’s Day, and we hope that our Instagram filter will encourage Brits of all ages to tap into their own sense of mischief.”