A tired-looking worker on her morning commute trundles toward the office, when her partner opens a pack of McVitie’s Breakfast Oaty Breaks in the car. Cute the 80s style action music from the TV show Airwolf, and the adorable jet-pack equipped squirrel careering through the air, because nothing is quote as cutely odd as McVitie’s. It's sweet, you know.
McVitie’s Breakfast will launch the tasty range with a £3 million media spend including TV advertising by Grey London, social media plan with MEC, as well as a PR activity from 3 Monkeys Communications. In addition, new packaging has been introduced to keep the brand fresh and modern; the colourful new packaging will help differentiate the McVitie’s Breakfast range from the rest of the market. The range comprises of McVitie’s Breakfast Oaty Breaks, McVitie’s Breakfast Biscuits and McVitie’s Fruit & Oat Bakes.
Head of Healthier at United Biscuits, Kerry Owens said:
The launch of McVitie’s Breakfast advertising campaign marks another momentous occasion for us, with further expansion into the healthier breakfast biscuit market. With 55% of us eating breakfast on the fly, it’s no surprise that the healthier biscuits category is worth £467million, and breakfast biscuits have been driving the growth in this category. We recognise that modern lives are starved for time, but hungry for tasty on-the-go breakfasts, so we’re delighted to introduce the latest additions to our McVitie’s Sweeet family, and hope that it brings an oaty oomph to breakfast-loving folk across the UK.
Project name: McVitie’s Breakfast Biscuit
Client: Kerry Owens, Acting Marketing Director, Sweet Biscuits
Creative Director: Hollie Newton / Tom Chancellor
Copywriter: Ben Buswell
Art director: Andrew Singleton
Account team: Nicola Wardell (Managing Partner), Cristyn Bevan (Operations Director) & Kate Ilott (Account Director)
Agency producer: Thea Evely
Planner: Daniel Sherrard
Media agency: MEC
Media planner: Katherine French / Jessica Batiste
Production company: Stink
Director: Owen Trevor
Editor: Guy Savin at Marshall Street Editors
Producer: Jay Lovelock
DOP: Marcus Domleo
Music: Airwolf theme
Audio post-production: Aaron Reynolds at Wave studios