UK biscuit and snack manufacturer United Biscuits has pinned its hopes for increased sales in the constricting biscuit market on an advertising campaign designed to promote its McVitie’s brand as a healthy snack alongside new product development.
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The company’s GBP2.5m (US$4.86m) “share the goodness” campaign looks to highlight the healthier offering of wholemeal in McVitie’s chocolate digestives and oats in McVitie’s HobNobs. The campaign will include in-store promotions and displays, outdoor advertising and door-to-door sampling.
“The ‘Share the Goodness’ campaign is aiming to re-engage consumers with the McVitie’s core range and show that the brand is still relevant and valuable in today’s modern world. McVitie’s is synonymous with fantastic tasting biscuits, but the biscuits are also full of good ingredients including wholemeal and oats,” Sarah Clatworthy, McVitie’s marketing manager said.
UB has also announced the launch of a limited edition range of McVitie’s Milk Chocolate Butterscotch Digestives, which will be available until July. The company said that this is a first for the everyday treats segment of the biscuits sector, as there is currently no other butterscotch variant on the market.
