Promoting sweet biscuit sales

United Biscuits is launching a £12 million multi-media advertising campaign in a bid to accelerate growth for the sweet biscuits category. 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 will air from early February, each aiming to celebrate everyday biscuit eating moments. The animal themed ads, created by Grey London, use the strapline ‘Sweeet’ to evoke the same feeling and emotional response as that of eating a McVities biscuit.

United Biscuits CEO, Martin Glenn, comments: “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 per cent 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.”