McVitie’s Digestives ad campaign enters second phase

The second ad of the three-part series, airing on 25 February, focuses on its Yog Fruit Digestives range that launched in 2007.

The creative shows a stem of wheat serenading a strawberry in the next field and trying to persuade her to leave the field and begin a new life with him as the popular yoghurt-covered, fruit-filled McVitie's Yog Fruit Digestive.

The campaign focuses on the wholesome qualities of the range, using talking, CGI-animated ingredients and will run with the strap line: “McVitie's Digestives. Wholemeal at their heart”

Nick Stuart, commercial manager at UBUK, comments: “The Yog Fruit Digestives have been well received since they were introduced in August last year and have introduced new consumers to the brand”.

“This advertising campaign will generate high levels of awareness of the new products demonstrating their uniqueness in the market. With over 5 weeks of advertising it will increase demand for the Yog Fruit variants.

“Retailers should ensure that they have good stocks of the entire McVitie's Digestive range, especially of the Yog Fruit variants, to be able to take advantage of the advertising and increase their sales and profits.”

The McVitie's Digestives brand accounts for 71% of the sales of total UK digestives market.