United Biscuits (UB) is set to mark a restructure within the business with the release of a £12m through-the-line campaign for McVities that has been created to deliberately generate social sharing once the TV activity stops.
The campaign, created by Grey London with media from UM London, features cute puppies, kittens and a Tarsier to emphasise the feeling people had when eating a biscuit, promoting three of the company's brands; plain digestives, chocolate digestives and Jaffa Cakes.
Each of the 30 second adverts includes the strapline 'Sweeet', inspired through the insight that a humble biscuit can create a powerful sensation and habit in daily lives.
Sarah Heynen, marketing director for UB, commented: "We knew that our biscuits have a surprisingly important place in people's lives. People relate to them in a very emotional way. We wanted to bring this feeling to life in a memorable, modern way."
The campaign will run for an initial six months from today (Monday 3 February) and will be supported through a PR campaign by 3 Monkeys Communications, and in store and online marketing, as well as social media activity through UM London as well.