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McVitie's
A Sweet Solution To The Masterbrand Challenge

RAN IN: United Kingdom

CLIENT
United Biscuits

John Eggleton, Managing Director
Sarah Heynen, Head of Marketing
Kerry Owens, Brand Director

AGENCY
Grey London *Lead Agency

Daniel Sherrard, Senior Planner
Fiona Keyte, Planning Partner
Nicola Wardel, Managing Partner
Nils Leonard, Chairman & COO


MEC

James Appleby, Client Partner


Grey Shopper

Jonathan Hatton, Account Director


Grey Possible


3 Monkeys Communications

Alex Perry, Associate Director


SUMMARY

The new McVitie's Masterbrand campaign launched with objectives of creating fame, increasing emotional appeal, growing value share, and driving value sales across 2014 & 2015. In the most recent tracking data metrics for fame are +7%pts and for brand love +10%pts (vs +4%pts target). Annual average value share has been grown and maintained across 2014 and 2015 above the +1%pts target vs 2013. And McVitie's™ has increased value sales ahead of target to deliver £7m revenue within the Effie eligibility period, in an otherwise declining market.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, PR, Retail Experience, Social networking sites/ applications

Objectives: Grow & sustain category leadership via increasing & sustaining market shareIncrease purchasing frequency

Type: Business to Consumer

Classification: National

Language: English