United Biscuits UK, a leading manufacturer of biscuits, snacks and cakes, is advertising its McVitie’s Medley range on TV from 2nd May as part of a £2 million marketing campaign designed to drive sales of the delicious biscuit and cereal bars. The TV advertising will support the range’s new 40g on-the-go bars that are now available in the convenience channel, alongside the current 6pk carton format already available in Grocery.
On TV for six weeks, the advert focuses on two young chefs creating a McVitie’s Medley bar from scratch and is designed to highlight McVitie’s move into a new usage occasion and that Medley bars are meant to appeal to a younger audience.
While one chef highlights the great-tasting ingredients going into the bars, the other chef energetically beatboxes as the ingredients mix together. The 30 second advert finishes with the tagline that encourages consumers to ‘Mix up a Medley’.
To support the TV campaign and launch of the 40g on-the-go bars, UBUK will also carry out an extensive programme of outdoor advertising, heavyweight in-store support and nationwide on-the-go sampling.
Available from April, UB is introducing its McVitie’s Medley range of biscuit cereal bars into the convenience channel in an on-the-go format to help retailers capitalise on the growth of out-of-home snacking. The range combines the great taste of McVitie’s Hobnobs and McVitie’s Digestives biscuits with the goodness of cereals and other delicious ingredients, such as raisins, nuts and milk chocolate.
UBUK has launched the McVitie’s Medley range as individually wrapped biscuit and cereal bars packed in a Counter Display Units to offer consumers a sweet snack that is both satisfying and portable for snacking on-the-go. It is available in two on-the-go varieties:
• HobNobs, Raisins & Milk Chocolate, 40g – MRRP 49p
• Digestives, Hazelnuts & Milk Chocolate, 40g – MRRP 49p
The eat now McVitie’s Medley range includes two permanent price marked packs with a price point of 49p designed to grab the attention of shoppers and communicate the value for money provided by this range.
The range is also available in three multi-pack flavour variants, great for lunch box snacking occasions. These are as follows:
• 6 x Hobnobs, Raisins & Milk chocolate – MRRP – £1.79
• 6 x Digestives, Hazelnuts & Milk chocolate – MRRP – £1.79
• 6 x Hobnobs, Peanuts & Milk chocolate chip – MRRP – £1.79
Sarah Heynen, Marketing Director, Sweet Biscuits, commented: “People continue to lead increasingly busy lives and are looking for ways to make their lives easier. A delicious, quick, satisfying snack while they’re on the go is one way of achieving this.
“McVitie’s Medley has been well-received by consumers that have bought the range in the grocery multi-pack format over the last year. We expect these new 40g bars, which are designed specifically for convenience retailers, to be equally popular with consumers that love the combination of McVitie’s biscuits and other quality great-tasting ingredients.
“We recommend retailers stock up as soon as Medley bars are available in April to take full advantage of the consumer demand that the TV advertising and sampling campaign will generate.”
Source: UB
