McVitie’s: Investing in Brand to Stay Top-of-Mind with Consumers
McVitie’s, the renowned confectionery brand, has been a market leader in the UK biscuit industry for over 180 years. With its iconic products like Chocolate Digestives, Jaffa Cakes, and Rich Teas, McVitie’s has dominated the list of bestselling biscuits in the country. However, the brand understands the importance of continuous innovation to stay ahead of the competition. To maintain its position in consumers’ hearts and minds, McVitie’s is launching a new master brand campaign.
Solidifying McVitie’s Place with Consumers
“We already have a strong place in consumers’ hearts and minds in the UK, but you cannot afford as a brand not to continue to invest in that over time,” says James King, McVitie’s marketing director. Recognizing the need to solidify its position, McVitie’s introduced the ‘True Originals’ brand platform earlier this year. The initial campaign, titled “It’s Time for a Biscuit Break, Britain,” resulted in a 4.5% increase in penetration and a 0.2 percentage point boost in market share. Moreover, it doubled sales growth from 11% to 22%.
Reinforcing the McVitie’s Brand
McVitie’s is already considered the definitive biscuit brand in the UK, with a presence in over 75% of households. However, maintaining top-of-mind awareness is crucial. McVitie’s aims to keep consumers talking and thinking about the brand even more. According to YouGov’s BrandIndex, McVitie’s overall brand health has declined slightly in recent years, but it still maintains a significantly higher index score compared to competitors like Maryland and Fox’s.
The Power of a Master Brand Campaign
With a £7.8 million investment, McVitie’s recently launched its master brand campaign. The first phase, featuring Martine McCutcheon, aimed to reconnect consumers with the concept of a biscuit break and establish McVitie’s as the go-to choice. The campaign was well-received, achieving the brand’s highest-ever brand equity score in pre-testing. Building on this success, McVitie’s is now launching its latest installment of the True Originals platform: ‘There Is Only One.’
Embracing McVitie’s Iconic Status
The new campaign highlights McVitie’s status as an iconic brand by featuring fellow British icon Sir Trevor McDonald. The advertisement playfully references other cultural icons that may be imitated but never equalled. This tongue-in-cheek approach aims to inject fun back into the category and further strengthen the brand’s position. McVitie’s has partnered with agency TBWA\London to develop this campaign, leveraging the power of TV and video to tell its story.
Reigniting Brand Love for Sales Boost
McVitie’s faces strong competition in the biscuit category, including private label alternatives. The master brand campaign seeks to reaffirm McVitie’s dominant position and reignite brand love among consumers. McVitie’s has a responsibility to not only maintain its market leadership but also grow the category as a whole. The sweet biscuit category has experienced growth over the years, and McVitie’s aims to engage consumers and make biscuits an affordable treat amid the cost of living crisis.
Targeting a Wide Audience
The new campaign does not target a specific audience but aims to reach the widest possible audience due to the broad appeal of the biscuit category. McVitie’s has an extensive range of products, each with its own market position. The brand consistently innovates under these sub-brands, such as the successful launch of white chocolate digestives. This innovative twist on a classic product has attracted younger consumers, with research indicating that a significant portion of white chocolate digestive buyers had not purchased digestives in the past year.
Building an Enduring Platform
McVitie’s portfolio comprises numerous sub-brands and activities, necessitating the creation of an enduring platform. The latest campaign is adaptable and can be iterated upon to encompass a variety of products, ensuring a cohesive brand experience. By creating this platform, McVitie’s aims to connect the dots across its diverse range of offerings.
Seizing Growth Opportunities
The biscuit category remains well-positioned for growth as consumers continue to seek affordable treats amid financial constraints. McVitie’s master brand campaign is perfectly timed to capitalize on this momentum and build on the category’s existing growth. As the market leader, McVitie’s not only strives to maintain its dominance but also actively contributes to growing the entire biscuit category.
Conclusion
McVitie’s, the UK’s definitive biscuit brand, understands the importance of investing in its brand to remain top-of-mind with consumers. The new master brand campaign, following the success of the ‘True Originals’ platform, aims to solidify McVitie’s position and reignite brand love. By embracing its iconic status and leveraging the power of TV and video, McVitie’s intends to engage a wide audience and reinforce its market leadership. As the sweet biscuit category continues to grow, McVitie’s is well-positioned to seize the opportunities and drive further success.
