This week in Digital Bytes: McVitie’s ‘Sweeet’ ad series for new biscuit brand DeliChoc features a baby alpaca, Hellmann’s is launching a global campaign in response to a Facebook comment, and Robinsons’ new ad focuses on health and a balanced diet.
New McVitie’s campaign featuring baby alpaca
United Biscuits launched McVitie’s ‘Sweeet’ ad series (click to tweet) for new biscuit brand DeliChoc featuring a baby alpaca.
It’s the latest execution in the overarching ‘Sweeet’ campaign. The spot is set in a library where students are engrossed in books. One cracks open a box of DeliChoc, a crunchy Belgian chocolate-topped biscuit, and a baby alpaca emerges.
The ad forms a key part of a campaign plan similar to the one McVitie’s employed last year which has seen a total investment of over £17m in a bid to modernise and drive fame for the brand. In 2014 the masterbrand campaign boosted sales by three per cent and accounted for a 26 per cent rise in the McVitie’s value share of the total biscuit market.
United Biscuits Sweet Biscuits Marketing Director, Sarah Heynen said: “We’ve decided to introduce the alpaca in to the fold, as the star of the new McVitie’s DeliChoc advert, to represent the overwhelming delight consumers feel when they bite in to this intensely crunchy, chocolatey biscuit. The launch of new McVitie’s DeliChoc in to the UK will provide a great alternative sweet treat to many traditional products available. We hope that the launch of DeliChoc marks the beginning of another fantastic year for McVitie’s.”
Hellmann’s responds to Facebook post with a global campaign
Hellmann’s is launching a campaign in response to a Facebook comment (click to Tweet) from a fan who described the mayonnaise as “one of the greatest things ever created”.
With a global media spend of £15m, the campaign is Hellmann’s biggest investment in over a decade and marks the start of an ongoing strategy to create a unified global voice for the brand.
The TV ad shows the Facebook post which sparked the activity before asking if it is really better than the lightbulb, rollercoaster, or the internet.
It ends on the tagline: “The greatest thing ever created. Apparently”
Responses to social media comments on the brand are set to appear in multiple media across multiple markets, including cinema and online, throughout this year. Julian Nichols, Senior Global Brand Director for the Unilever-owned brand, said: “It’s humbling to see the many amazing things that people all over the world say about Hellmann’s. Sharing the love people express in a humble and playful way is at the heart of our new global campaign idea and we are excited to watch it develop”.
Robinsons focuses on health in the newest ad campaign
Robinsons is launching a new campaign that aims to reflect the brand’s focus on health and a balanced diet. (click to tweet)
With its ‘Play Thirsty’ strapline, the campaign is underpinned by a 60 second TV ad, which promotes new flavours to the Robinson’s squash range.
Robinsons hopes the new campaign will deliver more shoppers to the category by creating new consumption behaviours. Last year, the total squash and cordial category fell by 3.8 per cent year-on-year in 2014 to £514.2m.
Helen Gorman, Kids and Family Brand Director at Britvic Soft Drinks said: “Our investment in media and innovation ensures that our brands continue to satisfy consumers’ ever-changing tastes and preferences. We are extremely proud of the new brand positioning and packaging because it helps to communicate the high quality of Robinsons, reaffirming its position as the UK’s number one squash offering the best taste.”
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