Christmas TV debut
United Biscuits has announced the Christmas TV debut of its most popular branded assortment, McVitie’s Victoria biscuit selection.
Appearing on television for the first time in its history this festive season, the campaign will launch on 4 December.
An investment of £1m will see the 60 second advert, created by Grey London, target high-profile programming across the three week period leading up to Christmas day. The advert will see the extension of the sweet animal family debuted earlier this year in the McVitie’s masterbrand advertisements.
A longstanding consumer favourite, McVitie’s Victoria returns to shelves this season in a brand new, hinged box – this will offer a more modern and premium look and feel for its selection of 11 milk, white and dark chocolate biscuits. Following investment by United Biscuits in packaging technology, Victoria’s innovative packaging format will now also contain two reclosable foil film trays, individually wrapped to retain freshness.
This latest investment by United Biscuits marks an ongoing commitment by the business to continue to grow the sweet biscuits category and support Christmas retail sales. The campaign builds upon the success already seen through United Biscuits’ £12m multi-media advertising campaign earlier this year to relaunch the McVitie’s masterbrand, which Victoria sits under, replicating a similar look and feel.
Sarah Heynen, marketing director for sweet biscuits at United Biscuits, comments: “The launch of McVitie’s Victoria onto our TV screens this Christmas marks another momentous occasion for McVitie’s at the end of what has been a highly successful year for the brand.
“Although we are keeping the stars of the campaign under wraps, we hope our customers will be as excited as we are to see the debut of Britain’s best loved biscuit assortment on TVs in homes throughout the country.
We expect a positive response from consumers following the success of the McVitie’s sweeet TV campaign earlier in the year so will be working closely with our retail customers to ensure they can meet anticipated demand.”
