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Inbox crafts online campaign for new McVitie's biscuit brand

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By The Drum Team, Editorial

April 16, 2008 | 2 min read

McVitie's has tasked digital agency Inbox to launch an online campaign and microsite for its new biscuit brand, Yumbles Organic.

Inbox has been tasked with building awareness and driving trial and purchase of the new organic biscuit among the target audience of over 25-year-olds who are currently buying some organic foods already.

At the centre of the campaign is a microsite which introduces consumers to the Yumbles brand, allows them to explore the range and provides nutritional information. Consumers are able to print off a 30p money-off-next-purchase voucher, and are encouraged to tell a friend about the site and the offer. The microsite will be live from 25 April.

Inbox intends to drive traffic to the site through MPUs on the Daily Mail website and PR on vouchering sites. The campaign microsite URL will also feature in the offline campaign, which includes a reader offer in the Daily Mail, regional radio, milk media and in-store promotions at major supermarkets.

McVitie’s marketing controller, Oliver West said: "Down to earth and fun, the microsite and ads bring the brand to life online, engaging consumers with Yumbles as the tasty way to enjoy organic. The voucher element with added PR support will help us encourage trial of Yumbles."

Inbox is a member of the AIM-listed Digital Marketing Group.

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