Whilst the United Biscuits-owned McVitie's brand hasn't attempted to compete in the highly competitive Christmas ad race for over three decades, the recent launch of its £12 million master brand strategy, which saw the biscuit makers claim 30% of the 2014 biscuit market for the first time, has given them something of a confidence boost. The ad ties into the brand strategy, which saw Grey London create a new positioning that used a different cuddly critter to represent each of the brand's major products.
The biscuit makers claimed 30% of the 2014 biscuit market
The £1 million campaign for the brand's Victoria biscuit selection premiers tonight on E4 with an incredibly cute 60-second TV spot featuring a collection of cuddly animals forming a makeshift Christmas choir amidst a traditionally dull Christmas family gathering. By straying away from the emotional route favoured by many brands this year, and going with a more approachable and cute approach, McVitie's hopes to stand out from the crowded Christmas campaign space.
The £1 million campaign for the Victoria biscuit selection premiers tonight on E4
The ad was created by Grey London and features the assembled fluff balls (which include a micro piglet, a bunny, a duckling and a pug) singing a cloying rendition of the 80's Yazoo hit, “Only You.” The idea behind the campaign is to act as a continuation of the four previous ads, keeping the momentum of the “Something for everyone” tagline going throughout the holiday season.
McVitie's Victoria Christmas Choir
Sarah Heynen, marketing director for United Biscuits' Sweet Biscuits division, said they held off on launching the campaign until December for “Strategic” reasons. She said that because it's airing later than the John Lewis, Marks & Spencer and Sainsbury's ads (all of which have racked up countless column inches since they debuted), she thinks they'll really stand out apart from such iconic brands.
McVitie's is looking to experiment with digital advertising in the coming months
Heynen said; “For us biscuit sales really ramp up in the two to three weeks before Christmas so it makes sense to line up our media activity with the thrust of when consumers buy.” She also adds that she believes “The stand out will be that much greater as a lot of the seasonal ads have already started to go from their 70-second to 60-second 30-second ads, whereas we’re going to stick with 60-seconds right the way through (Christmas).” She also adds that “There aren’t many consumer brands that advertise at Christmas, it is mainly retailers,” so for McVitie's to be one of the few FMCG brands advertising at Christmas is rather bold.
The ad by Grey London features a collection of cuddly animals forming a Christmas choir
McVitie's is also already planning for the year ahead. In coming months, the brand is looking to experiment with digital advertising, which currently account for only 10% of its ad spend. Heymen said they “Want to do a bit of test and learn next year and experiment,” building up their bank of knowledge in the digital areas and seeing how far they want to “Spread that digital presence.” Spend in general will continue to rise next year too. This year the brand spent 50% more than it ever had before, but next year a further increase of 30% is planned. Heymen said; “We know what our utopian investment looks like and we will get there in the next three to four years.”
