Alpaca joins ‘sweeet’ family

United Biscuits (UB) has launched the latest TV advert in its now iconic McVitie’s ‘sweeet’ series, and the first for its new biscuit, McVitie’s DeliChoc. As well as showcasing the thickly coated Belgian chocolate biscuit with an intensely crunchy sensation, the advert introduces a brand new member of the ‘sweeet’ animal family – the alpaca.

The £1.7m advertisement, created by Grey London, is the latest addition to the hugely successful McVitie’s ‘sweeet’ campaign, which launched in February 2014. The campaign has seen a total investment of £17.3m to date, in a bid to modernise and drive fame for the brand as well as simplify the sweet biscuit shopping experience for consumers.

Originally launched in Belgium 58 years ago, McVitie’s DeliChoc was introduced to the UK market in January this year. Currently the third best performing product in its category in France, Delichoc forms part of UB’s extension of the McVitie’s range into the everyday special treats category.
Offered in milk, dark and white chocolate varieties, the product is sold in 150g tray packs and is available in case sizes of 12 or 6 PMP, offering options to both grocery and convenience customers. UB is anticipating at least £6.5m RSV for the product in the first year.

Following the initial roll out to UK stores and depots in January, the new 30 second advert represents the next stage of the product’s UK launch.

UB Sweet Biscuits marketing director, Sarah Heynen says: “We had a fantastic response to the McVitie’s ‘sweeet’ masterbrand campaign last year, with sales growing by 3 per cent across 2014 and a 26 per cent rise in the 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.”