United Biscuits debuts first Christmas ad in over 30 years
4th December 2014: United Biscuits (UB), the leading UK manufacturer of biscuits and cakes, today launched its first Christmas TV advert in over 30 years, and the first ever for its most popular branded assortment, McVitie’s Victoria biscuit selection.
The £1million advertisement, created by Grey London, caps a total investment of £12millionin multi-media advertising for McVitie’s this year. It features a new cast of animal characters, following the theme of UB’s hugely popular McVitie’s SweeetTM campaign, seen throughout 2014 with promotions for Digestives, Chocolate Digestives, Jaffa Cakes and BN.
The 60 second commercial for the Victoria range includes 11 animal stars in total, to reflect the variety of milk, white and dark chocolate biscuits within the McVitie’s Victoria biscuit selection box. The new characters range from a pug to a piglet, as well as a baby reindeer, bringing a festive focus to the latest instalment of the SweeetTM family.
With the premium assortments market worth over £63 million in the UK*, this latest investment by UB marks an ongoing commitment by the business to continue growing the sweet biscuits category and support Christmas retail sales. UB sold over three million units of Victoria in 2013, making it the nation’s favourite sweet biscuit assortment**.
Sarah Heynen, Marketing Director for Sweet Biscuits at United Biscuits, commented:“Bringing Victoria to TV screens this Christmas is the culmination of what has been an extremely successful year for McVitie’s, following the launch of our masterbrand strategy early in 2014. Our value share of the total biscuit market rose to 26% in September 2014, more than three times the share of our nearest competitor***. The latest campaign aims to tap into consumers’ love for McVitie’s and the Victoria range, whilst supporting our continuing efforts to drive growth into the category.”
McVitie’s Victoria has returned this season in a brand new, hinged box, offering a more modern and premium look and feel for consumers. Following investment by UB in packaging technology, Victoria’s innovative packaging format will now also contain two re-closable foil film trays, individually wrapped to retain freshness.
The new advertisement will premiere on 4th December at 7:42pm on E4, and will run across high-profile programming during the three week period leading up to Christmas Day. The ad centres around a family sharing a box of Victoria biscuits at Christmas. As with the previous adverts in the series, the animals are revealed upon opening the box of Victoria biscuits.
On this occasion, the much loved Sweeet™ family of the Digestive puppies, Chocolate Digestive kittens, Jaffa Cake tarsier and BN owl has been expanded to include: an Alaskan Malamute, a piglet, a Persian kitten, a rabbit, a duckling, a ginger kitten, a Pug, a hedgehog, a reindeer and a narwhal – the latter emerging from the Christmas punchbowl.
For further press information contact the United Biscuits trade team at 3 Monkeys
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 largest food and beverage company in Turkey with over 300 brands in 49 different categories.