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McVities Launches €1 Million ‘Sweeet’ Friend Campaign

United Biscuits (UB), the leading international manufacturer of biscuits and cakes, has launched a €1 million McVitie’s ‘sweeet’ friend campaign, giving consumers a one in ten chance of winning one of the four animals featured in their recent McVitie’s ‘sweet’ adverts. The ad campaign includes both television advertising and on-pack promotion.

The competition will involve over 35 million packs across 36 different biscuit and cake SKUs, including popular products such as McVities Chocolate Digestives, Digestives, HobNobs and Rich Tea. Each pack will contain a unique code which consumers can text in to find out instantly if they have won. There are also further no-purchase necessary methods of winning across their social media platforms.

This will be supported by bespoke shippers and in-store point of sale material, as well as fully integrated TV and outdoor advertising.

The last year saw the biscuit market grow by 2% following a fall of 3% on the previous year.

Audrey Madden, Marketing Manager of Sweet Biscuits at United Biscuits, commented: “We experienced a fantastic response to the McVitie’s sweeet™ campaign last year and received a lot of positive feedback from consumers about how much they loved our animal characters. With a one in 10 chance of taking a sweeet™ friend home, we are confident the promotion will build further excitement about the McVitie’s brand.“

© 2015 - Checkout Magazine by Hannah Popham.

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