UK biscuit manufacturer United Biscuits (UB) today launched the latest TV advert in its McVitie’s ‘sweeet’ series for new biscuit McVitie’s DeliChoc.
The £1.7m advert premieres tomorrow (1 April) and will showcase the Belgian chocolate-coated biscuit and introduces a new member of the ‘sweeet’ animal family – the alpaca. The campaign launched in February and has seen a total investment of £17.3m so far in a bid to modernise and increase awareness of the brand.
UB predicts that McVitie’s DeliChoc will procure £6.5m RSV in its first year. It was introduced to the UK market in January this year and is currently the third-best performing product in its category in France. Available in milk, dark and white varieties, the product is sold in 150g tray packs in case sizes of 12 or six price-marked packs (PMPs).
Sarah Heynen, UB sweet biscuits marketing director, said: “We had a fantastic response to the McVitie’s sweeet masterbrand campaign last year, with sales growing by 3% across 2014 and a 26% 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.”
Watch the video below.