The sponsorship will run from 1 July until 8 December, growing awareness of MCC’s leading cake brands and driving sales for retailers.
The TV creative is based around a character and his life ambition to get his hands on the range of McVitie’s Cakes.
There will be a total of 15 idents featured as part of the campaign, with each showcasing a different product as the hero of the situation.
David Fowler, marketing controller at MCC, said: “Our partnership with Gold and UKTV is a natural fit, allowing us to create a sustained campaign showcasing the variety of products McVitie’s Cake Company has on offer. The campaign will also allow us to specifically reach out to our target audience of cake lovers, with Gold viewers 21% more likely than average to snack 2-3 times a week.”
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