started · updated
McVitie’s launches multi-million pound masterbrand campaign
Pladis has launched a multi-million pound masterbrand campaign for McVitie’s, aimed at driving sales across grocery, wholesale, and convenience sectors. The integrated marketing push includes television, online video, cinema, social media, out-of-home advertising, and in-store activations.
Central to the campaign is a 60-second hero film titled ‘There’s only one that brings us together’, which utilizes social insights to depict various moments of connection in British life. To increase shelf visibility, three major product lines have been temporarily rebranded with thematic names: Milk Chocolate Digestives as ‘Together’, Original Digestives as ‘Giggling’, and Milk Chocolate Hobnobs as ‘Buzzing’.
Marketing Director Benazir Barlet-Batada noted that the brand currently reaches 77% of UK households. The campaign, which includes a match-day takeover at Premier League partner Hull City, is scheduled to run through 1 November.
Entities
Benazir Barlet-Batada · Hull City · McVitie’s · adam&eve/TBWA · pladis
Claims
What the coverage asserts, and how many sources carry each claim.
- [● 2 SOURCES] The campaign includes TV, online video, cinema, social, out-of-home, shopper marketing, and limited-edition packaging. retailwit.com · www.thegrocer.co.uk
- [○ 1 SOURCE] Milk Chocolate Digestives, Original Digestives, and Milk Chocolate Hobnobs have been temporarily renamed to Together, Giggling, and Buzzing. www.thegrocer.co.uk
- [○ 1 SOURCE] The campaign features a 60-second commercial titled ‘There’s only one that brings us together’. www.thegrocer.co.uk
- [○ 1 SOURCE] The campaign is scheduled to run until 1 November. www.thestable.com.au
- [● 2 SOURCES] Pladis has launched a multi-million pound masterbrand campaign for McVitie’s. retailwit.com · www.thegrocer.co.uk
- [○ 1 SOURCE] McVitie’s reaches 77% of UK households. www.thegrocer.co.uk