United Biscuits (UB), today launches the latest TV ad in its McVitie’s “sweeet” campaign, and the first for its new biscuit, McVitie’s DeliChoc. As well as showcasing the new line, the £1.7m ad campaign introduces a brand new member of the “Sweeet” animal family – the alpaca (pictured).
Originally launched in Belgium 58 years ago, DeliChoc was introduced to the UK market in January this year. Currently the third best performing product in its category in France, Delichoc forms part of UB’s extension of the McVitie’s range into the everyday special treats category.
Offered in milk, dark and white chocolate varieties, the product is sold in 150g tray packs and is available in case sizes of 12s or 6s price marked packs. UB says it is anticipating at least £6.5m RSV for the product in the first year.
Following the initial roll out to UK stores and depots in January, the new 30 second advert represents the next stage of the product’s UK launch and is due to premiere tonight (April 1) during Emmerdale.
UB Sweet Biscuits marketing director, Sarah Heynen said: “We had a fantastic response to the McVitie’s “Sweeet” masterbrand campaign last year, with sales growing by 3% across 2014 and a 26% rise in the McVitie’s value share of the total biscuit market.
“Consumers love the cute animals we have used for our masterbrand campaign, so we’ve now decided to introduce the alpaca into the fold.
“Our aim is to extend the McVitie’s Masterbrand into new eating occasions by offering even greater variety to consumers. The launch of McVitie’s DeliChoc in the UK provides a great alternative to many traditional sweet treat products available, and we hope our new marketing campaign will generate excitement in the brand.”