McVitie's Cakes

This case study describes how McVitie's, a snack food brand, redesigned its cake portfolio for the UK market to drive penetration.

McVitie's Cakes

Agency: Springetts Brand Design Consultants

Ecutive summary

McVitie's Cake approached Springetts following the relaunch of their biscuit business to help create a positioning and design for their cake portfolio. The desire was to capitalize on their association with the biscuit brands, ensuring a consistency with the masterbrand identity, yet being able to tell a distinctive story for cakes in their own right.

In order to step out of the shadow of McVitie's fame for biscuits, a distinctive cake proposition was required. We concluded that if biscuits are for everyday then Cakes, are for celebrations. So the positioning...

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