McVitie's Sweeet: A sweet solution to the masterbrand challenge
Daniel Sherrard
Campaign details
Client: United BiscuitsAgency: Grey LondonBrand: McVitie's
Summary
In 2013 McVitie's was a familiar if unexciting household name, fondly remembered and vaguely attached to a disparate collection of product brands.
Fast forward to 2015 and McVitie's is a thriving Masterbrand with a fame-driving campaign that's seeing business success across its portfolio of product brands.
The transformation has been remarkable. And it's been achieved through the determined pursuit of Focus, Emotion & Fame for McVitie's; a brand previously divided by 22 individual product brands...