McVitie’s expands ‘masterbrand strategy’ with £1.3m ad campaign for BN biscuits

United Biscuits-owned brand McVitie’s has created a £1.3m ad campaign to launch the new Cheeky Wink BN as part of the McVitie’s Sweeet campaign.

The campaign includes a 30-second ad, which will launch tonight (7 July) at during Coronation Street on ITV1, will run until 1 September across key regional and national channels.

Created by Grey London, with media buying lead by MEC, the ad is the latest addition to the brand’s £12m multi-media McVitie’s Sweeet campaign which launched in February 2014 - the biggest of its kind for United Biscuits.

The campaign was created to celebrate everyday moments 'made that little bit better with a McVitie’s biscuit', and to help grow the company into a mega-brand.

Sarah Heynen, marketing director of Sweet Biscuits at United Biscuits UK, said: “The McVitie’s Sweeet campaign aims to highlight the importance of the humble biscuit in everyday life.

“This latest ad marks another step for the McVitie’s masterbrand strategy and follows on from the highly successful Sweeet campaign launch earlier this year.”

The McVitie’s Masterbrand is now home to all United Biscuits’ sweet brands, with the exception of go ahead!, while all of United Biscuit’s savoury brands, including Cheddars and Mini Cheddars, have been rebranded as Jacob’s; a move aimed at simplifying the shopping experience for consumers.

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