McVitie's introduces masterbrand spokesperson for international markets Mr McVitie in MENA campaign

Biscuit brand McVitie’s has appointed IdeaMotel to create and produce a new campaign, starting in MENA.

Appointed following a three way pitch against Grey and Publicis, IdeaMotel won the account with a masterbrand focus on brand spokesperson, Mr McVitie, with the strapline ‘The taste of great baking’.

Teaming up with M&C Saatchi Beirut to deliver the three commercials to promote Digestive Originals, Chocolate Digestives and Digestive Bars throughout MENA, international marketing director of United Biscuits, Marco Schiavetto, said the company were “extremely impressed by the strategic creativity of Ideamotel”.

“This new positioning will be a springboard for the McVitie’s masterbrand across international markets,” added Schiavetto.

Of the work, co-founder of IdeaMotel Charity Charity said: “Our Creatives loved the opportunity to work on each others’ ideas, building their own – and everyone else’s – thinking into a series of winning solutions. It’s great that ultimately the new campaign is about the pleasures of being an early adopter, because that’s what it feels like to work at the IdeaMotel.”

Mark Fiddes, IdeaMotel co-founder, said the appointment was “proof that new agency models that put creative people and creative ideas first can deliver scalable success for international brands.”

Film production for the campaign was handled by City Films Beirut and Little Fish London. The appointment dies not affect incumbent Grey London whose ‘Sweeet’ campaign launched in the UK earlier this year.

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