McVities Abbey Crunch: Revitalising an old brand

New campaign for elderly and previously unsupported brand, which had declined during the 1970s. National sampling, couponing and promotion planned, together with test TV advertising campaign in one region (Yorkshire).
Agency: BNRR NeedhamAuthor: Delia Rothnie

McVities Abbey Crunch: Revitalising an old brand

BUSINESS BACKGROUND

Introduction

McVities Abbey Crunch has been on the market since 1932. It is a roll-packed biscuit made of syrup, wheat and oats. Without any advertising support, it maintained a steady level of volume, and produced a good contribution to gross profits.

The 1970s

During the early 1970s, Abbey Crunch volume sales were increasing but after 1974 sales began to drop off and by 1979 were below 1971 levels. (See Table 1)

TABLE 1: ABBEY CRUNCH VOLUME SALES

Ex-Factory ...

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