United Biscuits Sweeet campaign turns to breakfast

A flying squirrel with jet-pack is the latest character being used to advertise United Biscuits (UB) products with the relaunch of McVitie’s Breakfast range. 

The latest campaign, which will launch with a TV advert on Wednesday, 8 July, introduces a new member to the UB-owned McVities Sweeet family.

The campaign will run across high-profile programming for a five-week period. An investment of £3m has been made by UB to launch the biscuits, which also includes PR and bespoke in-store promotions as well as the TV campaign.

McVitie’s Breakfast Oaty Breaks are baked with porridge oats and packed with fibre and energy-releasing vitamins B, vitamin D and iron. They are available in a choice of two flavours; Golden Syrup and Raisin & Cinnamon. McVitie's has also launched Breakfast Fruit & Oat Bakes in both apple and blueberry flavours.

Kerry Owens, head of healthier at United Biscuits, said: “The launch of McVitie’s Breakfast advertising campaign marks another momentous occasion for us, as we further expand our range of healthier breakfast biscuits – adding two new products to the offering.

“With 55% of us eating breakfast on the fly, it’s no surprise that the healthier biscuits category is worth £467m and breakfast biscuits have been driving the growth in this category." 

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