Mcvitie's: Sweeet Campaign

Credits & Description:

Client: McVitie's (United Biscuits)
Agency: GREY London
Country: United Kingdom
Category: Confectionery & Snacks
Agency: Grey
Brand: McVitie’s
Geo: Europe, United Kingdom
Advertising Agency: Grey, London, UK
Creative Directors: Nils Leonard, Jonathan Marlow
Copywriter: Jonathan Marlow
Art director: Chris Chapman
Agency producer: Ange Eleini
Creative Producer: Oliver Roberts
Planners: Fiona Keyte, Daniel Sherrard
Media agency: MEC
Media planner: Nicola Tracey
Production company: Passion/Raw
Director: Owen Trevor
Editor: John Smith
Producer: Rob Leonard
DoP: Daniel Bronks
Post-production: Absolute
Audio post-production: Factory
Story:
SUMMARY:
How do you grow a brand in a flat-lining market with increasing competition and decreasing frequency of purchase? This was the task faced by McVitie’s, Britain and Ireland’s biggest and oldest sweet biscuit brand. The solution was a modernised Masterbrand campaign to unite all 21 of the McVitie’s product brands under one fame-driving campaign. With the help of some adorable baby animals, the campaign helped McVitie’s to outperform the category, breaking value sales benchmarks and driving McVitie’s’ highest ever ROMI.