A DUSTY AND DISPARATE BRAND
While Britain might love a cup of tea and a biscuit, McVitie’s had fallen oﬀ the radar. A bit old-fashioned, a bit middle-aged, and a bit past-it. And their communications weren’t helping to change that, with poor cut-through in the face of a sea of slick US entrants with big media spends and a fragmented model that resulted in little halo beneﬁt on the portfolio from ads for Jaffa Cakes to Hobnobs.
McVitie’s needed a long-term, integrated and fame-driving creative vehicle that built the masterbrand without diluting the salience of the sub-brands, grew relevance by building the brand’s digital footprint and created impact beyond paid-for media.
STOP TALKING ABOUT TASTE, START BRINGING TO LIFE A FEELING
Biscuits might be trivial, but they create powerful feelings of love, warmth, nurture & care. To capture that in our idea, we’d do the unthinkable and put adorable but furry animals right alongside sweet treats. Sweeet™ evoked the emotionally powerful feeling of McVitie’s biscuits, creating a distinctive blue and gold visual world ﬁlled with adorable baby animals.
TV saw our cute critters magically emerge from biscuit packets for a Sweeet™ surprise.
Digital advertising ampliﬁed the idea and brand world, from ‘Paw Cursor’ to ‘Release the Snuggles’, even creating an iKitten app.
PR fuelled media engagement with a Cuddle Café and Cuddle Vending Machine.
In-store communications saw Sweeet™ dominate the biscuit aisle with McVitie’s biggest ever shopper campaign, and a promotion to win cuddly toy versions of our animals.
Sweeet™ met with instant fame, generating 4.2m unpaid, organic views of the advertising online.
Generated a 9% spike in UK category PR SOV, with
The Sun calling it “Pawsome” and Time Magazine
(Time Magazine!) “the cutest thing ever put on television”.
In the 12 months following launch, McVitie’s grew +3.1ppts to its highest ever value share, growing value sales by £13.6m in a declining category.
By 2016, the campaign had produced the UK’s oﬃcial favourite ad of the year and the highest ROI ever for McVitie’s.