Magazine article Marketing

McVities Breaks Spend Record with 6.5m Pounds Sterling TV Comeback

Magazine article Marketing

McVities Breaks Spend Record with 6.5m Pounds Sterling TV Comeback

Article excerpt

McVities breaks spend record with 6.5m [pounds] TV comeback

United Biscuits (UB) subsidiary McVities is making a dramatic comeback to television advertising with a 6.5m [pounds] three-month generic campaign designed to "pump life back into the McVities brand".

The three ads - the first since the appointment of Lowe Howard-Spink (LH-S) in January - do not actually feature individual products until the end scene, allowing the flexibility to slot in other products.

"The idea is a campaign which can run forever," says LH-S board account director William Leach.

Restructuring of United Biscuits, which saw its biscuit division renamed the McVities Group last autumn, provided the impetus for the generic advertising, says Leach. "Individual products were loved but they were not contributing into the overall brand enough. We want to make it loved and warm."

With the biggest spend ever seen in the 1bn [pounds] UK biscuits market, brand leader McVities, with a 35% share, will attempt to bring its corporate image up-to-date as it moves away from a past concentration on product heritage. …

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