Pladis has unveiled its first masterbrand campaign in almost 10 years for Britain’s Biggest biscuit brand, McVitie’s.
The ‘Bring Back the Biscuit Break’ campaign was borne out of research commissioned by the brand, which shows the British institution of the office tea and biscuit break has crumbled, in turn highlighting the negative impact of this on employees’ wellbeing. The campaign will see McVitie’s launch a national drive to remedy this by spotlighting the integral role biscuits play in the nation’s daily routine and letting consumers know that it’s ‘Time for a biscuit break, Britain’.
The marketing push kicked off this week across multiple touchpoints, including PR, social, OOH radio and shopper marketing.
The ’Bring Back the Biscuit Break’ campaign is fronted by Martine McCutcheon – Love Actually’s original tea-break facilitator. McVitie’s will celebrate the biscuit break by featuring Martine in a series of assets, including video-led content and still imagery.
Meanwhile, the campaign will be supported by a series of high-profile partnerships, including McVitie’s taking over Mid-Morning shows on Absolute and Magic radio.
McVitie’s will also rally audiences to back the return of the biscuit break by partnering with The Sun to place the brand at the heart of features where people are naturally taking some time out, including Puzzle Pages and TV listings.
It forms the first phase of McVitie’s ‘True Originals’ campaign – a £7.8m cross-channel drive which heroes the biscuit portfolio.
“Our research has shown us that, thanks to our busy lifestyles, we’re at risk of losing the beloved biscuit break,” said Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I. “This spells bad news, because it means many millions of us will be missing out on opportunities to connect with others, recharge or enjoy a moment to ourselves.
“We’ve been part of the nation’s tea breaks for over 180 years, having baked our original biscuit way back in 1839 so, as True Original and category leader, it’s our duty to help the nation bring back this cultural staple.
“With our latest campaign, we’re getting even more Brits to take time out over a cuppa by demonstrating why the biscuit break matters. By helping to reclaim it as part of the nation’s daily routine and showing Brits that there’s no better partner for this than the category’s True Original, we’re re-igniting love for Britain’s Biggest Biscuit brand.
“With brand awareness set to reach an all-time high, there’s never been a better time for retailers to stock up on our portfolio of bestselling biscuits – from the ultra-dunkable McVitie’s Rich Tea, to the melt-in-the-mouth McVitie’s Chocolate Digestive.”
