Consumers about to digest new biscuit ad campaign

22 February, 2008

United Biscuits is putting its weight behind a £5 million TV campaign for McVitie’s Digestive.

Produced by Oscar-winning Aardman Animations, the team behind Wallace & Gromit and Creature Comforts, the ad features CGI ingredients talking about the wholesome qualities of the range.

It will run with the strapline: McVitie’s Digestives. Wholemeal At Their Heart.

The ads will run on national TV for 12 weeks. Each month a different variety

will be in the spotlight, with the Original Digestive starring first, followed by Yog Fruit and Chocolate Digestive.

Commercial manager Nick Stuart said: “In 2007 the brand grew strongly and

with stunning new packaging across the range, heavy weight support on TV and in-store POS, we’re confident it’ll be an even better year in 2008 for Digestives.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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