McVitie's: Waking the sleeping giant

IPA Effectiveness Awards Case Study 2016


McVitie’s was a sleeping giant in the UK sweet biscuit category. Despite its size and history, the brand did not enjoy fame or customer love, and was not perceived as dominant by the industry. Since retailers were looking to reduce the number of category products they stocked, McVitie’s needed to assert its authority and increase consumers’ love for the brand. The resulting campaign supported the McVitie’s Masterbrand, rather than specific product brands. Its central idea celebrated the warm emotions that biscuits arouse by featuring cute animals that prompted similar feelings. The campaign increased penetration and frequency of purchase, and helped McVitie’s resist distribution cuts better than its competitors. The long-term profit ROMI was estimated to be at least £0.49, and as high as £1.06 for every £1 invested.

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“Utilising the scale of the United McVitie’s Masterbrand is a massive driver of success. With this approach we’ve had greater halo sales across the portfolio and greater effectiveness - and it’s one we intend to continue.”

Sarah Heynen, Marketing Director
United Biscuits

Winners 2016

Bronze Winner

Title

McVitie's: Waking the sleeping giant

Brand

McVitie's

Client

United Biscuits

Agency

Grey London

Principal Authors

  • Daniel Sherrard - Grey London

Contributing Authors

  • Matthew Gladstone - Grey London
  • Rachel Walker - Grey London

Credited Companies

  • Grey London - Creative Agency
  • 3 Monkeys Zeno - PR Agency
  • Grey Possible - Digital Agency
  • Grey Shopper - Other|Shopper
  • MEC - Media Agency

McVitie’s were losing share and distribution in a very crowded market. Their approach was to pursue a master brand strategy reminding everyone that they were market leaders. Jan Gooding, Aviva

Shortlist 2016

Bronze Winner

Title

McVitie's: Waking the sleeping giant

Brand

McVitie's

Client

United Biscuits

Agency

Grey London

Principal Authors

  • Daniel Sherrard - Grey London

Contributing Authors

  • Matthew Gladstone - Grey London
  • Rachel Walker - Grey London

Credited Companies

  • Grey London - Creative Agency
  • 3 Monkeys Zeno - PR Agency
  • Grey Possible - Digital Agency
  • Grey Shopper - Other|Shopper
  • MEC - Media Agency

McVitie’s were losing share and distribution in a very crowded market. Their approach was to pursue a master brand strategy reminding everyone that they were market leaders. Jan Gooding, Aviva

McVitie's: Waking the sleeping giant

IPA Effectiveness Awards Case Study 2016


McVitie’s was a sleeping giant in the UK sweet biscuit category. Despite its size and history, the brand did not enjoy fame or customer love, and was not perceived as dominant by the industry. Since retailers were looking to reduce the number of category products they stocked, McVitie’s needed to assert its authority and increase consumers’ love for the brand. The resulting campaign supported the McVitie’s Masterbrand, rather than specific product brands. Its central idea celebrated the warm emotions that biscuits arouse by featuring cute animals that prompted similar feelings. The campaign increased penetration and frequency of purchase, and helped McVitie’s resist distribution cuts better than its competitors. The long-term profit ROMI was estimated to be at least £0.49, and as high as £1.06 for every £1 invested.

Click to purchase this case study >