McVitie's: Waking the sleeping giant

This case study shows how McVitie's, a snack food brand, devised a Masterbrand campaign to unify its portfolio of products and increase sales in the UK.

McVitie's: Waking the sleeping giant

Principal author: Daniel Sherrard, Grey LondonContributing authors: Matthew Gladstone and Rachel Walker, Grey London

Introduction

It's possible for an FMCG business to be a leader in terms of share – yet still not really own the category.

This may sound like a First World Problem. But it's not.

The business that is seen as a leader wins disproportionately: it wins share of mind and is viewed more favourably by consumers and retailers.

This is the story of McVitie's, a giant in the sweet biscuit category, but which was...

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