United Biscuits: A Case History of Brand Success and Advertising Effectiveness

Launch of United, a brand intended to reinforce United Biscuits' dominance of the biscuit countline market.
Agency: Saatchi & Saatchi Garland & ComptonAuthor: Peter Hartley

United Biscuits: A Case History of Brand Success and Advertising Effectiveness

SYNOPSIS

The launch of United has been the most spectacular success ever in the biscuit countline market.

It now occupies third place in the countline sector behind the two long-established brands, Penguin and Club, and ahead of other family favourites like Blue Riband, Bandit and Breakaway.

Sterling sales were running in excess of 24 million in 1980 at retail sales prices and the brand had only been fully national since mid-1979.

Despite this achievement,...

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