McVitie’s unveils £12 million campaign celebrating everyday moments transformed by the great British biscuit

4 February 2014

United Biscuits has announced the relaunch of its McVitie's brand, unveiling a £12 million multimedia advertising campaign as part of its efforts to accelerate growth for the sweet biscuits category.

Representing the biggest campaign of its kind for United Biscuits to date, all of the company's sweet products (with the exception of go ahead!) will now sit under the McVitie's brand as part an overarching masterbrand strategy to help simplify the shopping experience.

Three 30-second TV commercials airing from Monday 3 February aim to celebrate everyday biscuit-eating moments. The adverts, created by Grey London for bakers United Biscuits, were inspired by the insight that something as trivial as the humble biscuit is a powerful and deeply embedded ritual habit in our daily lives. Animal-themed, and featuring puppies, kittens and the planet's smallest primate, the Tarsier - for Digestive, Chocolate Digestive and Jaffa Cake respectively - the adverts adopt the strapline 'Sweeet'™, to evoke the same feeling and emotional response to that of eating a simple McVitie's biscuit.

United Biscuits is also revitalising the design and packaging of the range to support the relaunch and realignment of all sweet products under the new McVitie's masterbrand, through the on-pack McVitie's wholesome wheatsheaf logo. This follows the migration to flow-wrap packaging technology for the production of all Digestive brands, as part of a £35 million investment plan at the company's factory in Harlesden, London, UK. The 'Sweeet' campaign will be also be supported by a dedicated programme of promotional in-store activity undertaken by United Biscuits at both major and independent retailers.

United Biscuits CEO, Martin Glenn, commented: "Our masterbrand campaign for McVitie's is the result of 12 months of extensive customer research in which we aimed to get to the heart of the emotional role biscuits play in our lives. Thanks to the strength of our heritage range, McVitie's has come to represent 40% of the everyday biscuits market in the UK. The new campaign aims to tap into consumers' love for these brands as well supporting our efforts to drive growth for the category."

The £12 million campaign runs from 3 February and will continue throughout the year with the 30-second ads being supported by the biscuit-maker's biggest ever in-store, PR, press and online marketing campaign, including a significant push on McVitie's social media channels and PR.

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