McVitie's Digestive: Biting the digestive biscuit leader's lead

Someshwar R. Mehra

This case study describes how McVitie's, the biscuit brand, used a health-based message in india to increase its share of mind against a dominant competitor.

McVitie's Digestive: Biting the digestive biscuit leader's lead

Someshwar R. Mehra

Campaign details

Brand owner: United BiscuitsLead agency: Publicis IndiaBrand: McVitie's DigestiveCountry: IndiaIndustry Bread, cake, biscuits, ConfectioneryChannels used: Point-of-purchase, in-store, Print - general, unspecified, TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how the biscuit brand, McVitie's operations in India relied completely on the digestive biscuit category. However, the category was both tiny and almost monopolised by Britannia NutriChoice through its extensive distribution and marketing muscle, as well as consumer salience. In order...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands