United Biscuits is embarking on a major re-launch of its McVitie’s brand to rejuvenate and drive strong growth into the Biscuits category. The re-launch will kick off with a brand redesign and a €1 million multimedia campaign, UB’s biggest ever.
David Walmsley, Country Manager of United Biscuits Ireland, commented: “Everyday Biscuits, with brands such as McVitie’s Digestives and McVitie’s Jaffa Cakes, are the biggest segment and the heartland of the biscuit barrel. It is this segment which is at the heart of our refreshed strategy and key to unlocking growth in the overall Biscuit category.”
As part of the overarching Masterbrand strategy, UB will be moving all of its Sweet brands (with the exception of go ahead!) to sit under the McVitie’s Masterbrand to help simplify the shopping experience. “The McVitie’s brand is already worth over €26.5 million RSV in the ROI but we have a vision to grow it to €35m RSV in the next five years by executing a focused and integrated programme of marketing initiatives,” says Walmsley.
In January, McVitie’s unveiled its new design created to drive an ownable, distinctive and consistent brand identity across the entire McVitie’s range. In addition to the redesign, the most significant element of the McVitie’s relaunch programme is a brand new approach to its advertising.
“Biscuits are already an intrinsic part of our daily lives but we know there is a huge opportunity to grow the category even further by adding more excitement into the category,” says Walmsley. “As a leading biscuit manufacturer, we believe it is our responsibility to implement a plan that will enable us to achieve this by increasing consumption of biscuits across different snacking occasions.”
Last but not least, a McVitie’s fruity favourite returns. What could be better than a McVitie’s Chocolate Digestive? A new McVitie’s Chocolate & Orange Digestive! Following an absence of around four years, UB is bringing back McVitie’s Chocolate & Orange Digestives in January. This time, these tasty everyday treats will benefit from being featured in the all new McVitie’s Masterbrand communication campaign. They will be available in a 300g roll wrap with a RRP of €2.29.
