McVitie’s is aiming to take the classic British “biccie” to a whole new level with the launch of a campaign for its new Signature range, designed to be “mesmerising, memorable, and made for indulgence”.
The “More than a Biscuit” activity claims to fully embrace the pure indulgence and satisfaction the “meticulously crafted treats” offer by immersing viewers in a world where a biscuit is not just eaten, it is experienced, delivering the ultimate moment of enjoyment.
Created by TBWA\London, the campaign is centred around the concept that if you did not know the biscuit was made by McVitie’s, you would be delightfully surprised to learn that they were – with the ad delivering a last-second surprise to demonstrate that McVitie’s belongs in the premium biscuit space.
The ad opens with a man seated on elegant living room furniture, surrounded by a serene, picturesque and magical forest.
As he admires the biscuit in his hand, he searches for M words which he proclaims in a refined accent, “Mesmerising, memorable, mysterious, almost magical – a melt-in-the-mouth, multi-layered masterpiece”.
A close-up of the biscuit reveals its “indulgent” layer of caramel wrapped in thick milk chocolate. As he takes a bite, he sighs, “Mmm, magnifique.” Suddenly, realisation dawns, it’s McVitie’s, he exclaims in surprise, “Oh, McVitie’s!”
Pladis UK&I marketing manager for McVities Daniel Shemoon said: “At McVitie’s, we’ve always been about bringing joy through biscuits, and Signature is our boldest step yet into the indulgent treats category. We’re thrilled to offer something that not only tastes incredible but also surprises and delights our consumers in a completely new way.”
The McVitie’s Signature range features Caramel Chocolate Rounds, Chocolate Cream Swirls and Chocolate Caramel Biscuits.
Manning Gottlieb OMD has planned a blend of high-reach video channels that strongly resonate with McVitie’s target audience to support the campaign assets. Additionally, the agency’s Social Engine has created bespoke social media assets designed to enhance engagement across key platforms.
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