Biscuit brand McVitie’s is looking to make snacking moments more memorable with a new campaign designed to promote its premium Signature Range.
Developed in partnership with creative agency TBWA/London, the marketing drive will be centred around a 30-second spot that playfully showcases the “luxurious” qualities of the range, while still staying true to its ‘no frills’ McVitie’s identity.
The historic brand’s new signature range will include Caramel Chocolate Rounds, Chocolate Cream Swirls and Chocolate Caramel Biscuits.
“At McVitie’s, we’ve always been about bringing joy through biscuits, and Signature is our boldest step yet into the indulgent treats category,” said Daniel Shemoon, McVitie’s marketing manager.
“We’re thrilled to offer something that not only tastes incredible but also surprises and delights our consumers in a completely new way.”
With media planning and buying handled by MG OMD the work will go live across TV from 5 March and additional video channels from 7 March, supported by a suite of bespoke social assets.
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TBWA/London ECD’s Paul Jordan said: “Having a flamboyant character, reclined in a forest, waxing lyrical about the pure indulgence of his McVitie’s Signature really tickled us. It’s all a bit over the top, but in a very knowing kind of way.”
“After all, it’s still a McVitie’s ad and even though it oozes indulgence, it doesn’t take itself too seriously. We wanted to retain all the warmth and humour that you’d expect from the nation’s favourite biscuit brand,” he said.
