United Biscuits is investing £3m in a new on-pack promotion and television marketing campaign for its McVitie’s brand, as it seeks “to help drive continued growth in the biscuit category”.
The campaign follows the introduction of a £12m multi-media campaign entitled “sweeet” last year, and offers consumers a one-in-ten chance of winning soft toys based on the characters in the campaign. It will be supported by a new television advertisement that sees two window cleaners enchanted by four of the toys.
The competition will feature on more than 35m packs of biscuits and incorporates the majority of the McVitie’s range. Each pack will contain a unique code which consumers can text to United Biscuits to find out instantly whether they are one of 3.5m potential winners. There will be further opportunities for consumers to win a “sweeet friend” on McVitie’s website, social media channels and as part of various media promotions. The company will also produce bespoke shippers and in-store point-of-sales materials.
Sarah Heynen, marketing director of sweet biscuits at United Biscuits, said: “We experienced a fantastic response to the McVitie’s sweeet campaign last year and received a lot of feedback from consumers about how much they loved our animal characters. With a one in ten chance of taking a sweeet friend home, we are confident the promotion will build further excitement about the McVitie’s brand, providing a fun initiative for retailers to take to their customers, and helping to boost engagement with the broader biscuits category.”
United Biscuits claimed that last year’s television advertising campaign helped the company to develop “a strong consumer following”, which increased its value share of the total biscuit market to 26% – more than any other manufacturer.
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