McVitie's: Sweeet

This case study shows how McVitie's, Britain and Ireland's biggest and oldest sweet biscuit brand, grew a brand in a flat-lining market with increasing competition and declining sales.

McVitie's: Sweeet

Campaign details

Brand: McVitie'sAgency: Grey LondonClient: United BiscuitsCountry: United Kingdom

Campaign Background & Summary

How do you grow a brand in a flat-lining market with increasing competition and decreasing frequency of purchase? This was the task faced in 2014 by McVitie's, Britain and Ireland's biggest and oldest sweet biscuit brand.

Over 90% of the UK and Ireland buy biscuits every year, which adds up to sales of over £2.5 billion a year. However, by 2014 the market was coming under increasing pressure and our business environment was beginning to change.

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