Millions of McVitie’s sweeet™ friends to be won
Advertising campaign created to support the launch of brand’s major on-pack promotion
11 February 2015: Today sees the latest advertisement from McVitie’s hit the small screen, launching its brand new national on-pack promotion – giving consumers a one-in-ten chance of winning their very own McVitie’s sweeet™ friend.
The advertisement is part of a £3 million promotional campaign launching on 11th February and will run across high-profile programming for a three week period. The advertisement leads the charge of the TTL support for the brand’s latest on-pack promotion including PR, in-store activations, social media, digital advertising and media partnerships including Buzzfeed.
The McVitie’s sweeet™ friends on-pack promotion will run until July 2015, giving consumers a chance to win either the Chocolate Digestives kitten, the Digestives puppy, the BN owl and the Jaffa Cakes tarsier. The on-pack promotion will be present on 35 million packs across nine core McVitie’s sweeet™ biscuit and cake products including Jaffa Cakes, Chocolate Digestives and Hobnobs.
Consumers will have a one in ten chance of winning one of the McVitie’s sweeet™ friends, and will be able to find out if they are a winner by texting the unique on-pack promotion code. There are also a number of ‘no purchase necessary’ opportunities to win a McVitie’s sweeet™ friend spanning across the McVitie’s website, social media and media promotions.
The advertisement to launch the promotion, created by Grey London and directed by Sam Hibbard, is the latest addition to the McVitie’s sweeet™ advertising campaign which launched a year ago, and has seen a total investment of £12 million in a bid to modernise and drive fame for the brand.
Set to the theme to the classic TV series ‘Murder She Wrote’, the heart-warming 20 second advertisement features a pair of window cleaners who reveal the family of McVitie’s sweeet™ friends sitting behind a window they’re cleaning – their faces show pure surprise and delight when they see the adorable cast of characters and their hearts melt.
This latest advertisement from McVitie’s is the first of 2015 and follows on from a monumental year for the business, which saw its value share of the total biscuit market rise to 26% in September 2014 – more than three times the size of its nearest competitor*.
UB Sweet Biscuits Marketing Director, Sarah Heynen said: “What better way to celebrate the anniversary of the launch of our McVitie’s sweeet™ masterbrand campaign than to answer the countless requests for us to create the family of sweeet™ characters for them to own. We’re thrilled to give our consumers the chance to have their very own sweeet™ friend, and with a one in ten chance of winning, we know there is going to be millions of happy customers this spring!”
Click here to watch the advertisement: https://www.youtube.com/watch?v=6VP0Em3te1c
For further information concerning the on pack promotion contact:
Tel: 0500 011 710
For media enquires, contact 3 Monkeys Communications:
Tel: 020 7009 3100
Notes to Editors
About United Biscuits:
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – The world’s third largest biscuit manufacturer and the largest food and beverage company in Turkey with over 320 brands in 49 different categories.