United Biscuits has launched the latest television advertisement in its Sweeet series of commercials for biscuit brand McVitie’s.
The advertisement introduces a new alpaca to the cast of characters featured in the campaign, which shows consumers opening McVitie’s products to discover a furry animal concealed within. The alpaca will feature in McVitie’s first UK television advertisement for its DeliChoc – a thickly coated Belgian chocolate biscuit with an “intensely crunchy sensation” – following its launch in the country earlier this year.
Available in milk, dark and white chocolate varieties, DeliChoc is “currently the third best performing product in its category in France,” United Biscuits said.
The advertisement was conceived by creative agency Grey London and will cost United Biscuits £1.7m, bringing the total amount invested in the Sweeet series up to £17.3m.
UB sweet biscuits marketing director Sarah Heynen said: “We had a fantastic response to the McVitie’s Sweeet masterbrand campaign last year, with sales growing by 3% across 2014 and a 26% rise in McVitie’s value share of the total biscuit market.
“Consumers love the cute animals we have used for our masterbrand campaign, from the cuddly puppy in the Digestives advert, to the cheeky owl for BN, which represent the feelings we get when we eat a McVitie’s biscuit. We’ve now decided to introduce the alpaca into the fold, as the star of the new McVitie’s DeliChoc advert, to represent the delight consumers feel when they bite in to this intensely crunchy, chocolatey biscuit.
“Our aim is to extend the McVitie’s masterbrand into new eating occasions by offering even greater variety to consumers. The launch of McVitie’s DeliChoc in the UK provides a great alternative to many traditional sweet treat products available, and we hope our new marketing campaign will generate excitement in the brand.”
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