McVitie's: Sweeet
Campaign details
Brand: McVitie'sAgency: Grey LondonClient: United BiscuitsCountry: United Kingdom
Campaign Background & Summary
How do you grow a brand in a flat-lining market with increasing competition and decreasing frequency of purchase? This was the task faced in 2014 by McVitie's, Britain and Ireland's biggest and oldest sweet biscuit brand.
Over 90% of the UK and Ireland buy biscuits every year, which adds up to sales of over £2.5 billion a year. However, by 2014 the market was coming under increasing pressure and our business environment was beginning to change.
On...