pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is bringing Britain’s Biggest Biscuit brand[1] back to the nation’s TV screens with an epic masterbrand ATL campaign for McVitie’s. ‘There Is Only One’ aims to sustain momentum for – and build on the success of – McVitie’s’ wider True Originals Masterbrand campaign which debuted earlier this year and saw the brand rally the nation to reclaim the traditional British tea and biscuit break.
Starring broadcasting legend Sir Trevor McDonald, the campaign reaffirms the brand’s status as the original and enduring category leader through a fun, tongue-in-cheek creative. The advert features other cultural icons that – much like the leading biscuit brand – are often imitated, but never equalled; from The Great Wall of China, right through to “the only biscuit for your biscuit break”, McVitie’s. Live from 4th October, ‘There Is Only One’ will be broadcast across TV, Cinema, BVOD and OLV until 11th November and supported by a wave of activity across social and shopper marketing.
“We’ve been making and baking the nation’s favourite biscuits for over 180 years, so we’re firmly embedded in the nation’s routine and store cupboards,” says Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I. “As the category’s True Original, McVitie’s is often copied – but never equalled – and our campaign will reinforce that in the nation’s psyche. There is only one leader, after all.
“For many, our biscuits evoke fond memories – from cherished moments of togetherness, to time spent alone, relaxing and recharging. But beyond that, there’s a reason why we’re not only the category’s original, but the nation’s favourite, too. With our creative campaign, ‘There Is Only One’, we’re reminding shoppers of the great taste, top quality and good value intrinsic to McVitie’s.”
The marketing push follows hot on the heels of the first leg of the True Originals campaign, during which McVitie’s directed ‘It’s Time for a Biscuit Break, Britain’. Having doubled sales growth for the brand (from +11% to +22%)[2], pladis is confident that the next leg of the campaign will build on this success.
“So far, our True Originals platform has helped us win the hearts, minds and tastebuds of even more shoppers – and this next leg of the campaign is set to follow suit. It’s already come up trumps in pre-testing, with the advert achieving our best ever brand equity score and high levels of emotional engagement, with the ‘only one’ message coming through strongly thanks to the creative’s humour and storytelling[3].
“Experience shows that reigniting brand love inevitably leads to a surge in sales, so now is prime time for retailers to make sure they’re filling their biscuit fixture with McVitie’s – and not forgetting to take some well-earned time out with THE biscuit brand themselves.”
In addition, pladis will be further leveraging its True Originals platform with an on-pack promotion championing its longstanding partnership with mental health charity, Mind. From 27th September, Tesco shoppers will have the chance to ‘Buy a pack. Gift a free pack’ across eight of the bestselling McVitie’s products to drive home the positive impact that taking some time out over a biscuit break with McVitie’s can have on mental wellbeing. This includes McVitie’s Chocolate Digestives, Chocolate Hobnobs and ‘The Light Ones’ ranges.
The full advert, produced in collaboration with TBWA\London, can be viewed here.
[1] The Grocer, Britain’s Biggest Brands 2022
[2] Nielsen L8W May 2023
[3] Kantar McVitie’s True Originals Full Report, Link Express for TV, United Kingdom, June 2023
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