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...