McVitie’s has unveiled ‘Bring Back the Biscuit Break,’ its first masterbrand campaign in almost 10 years.
The campaign was borne out of research commissioned by the brand which shows the British institution of the office tea and biscuit break has crumbled, in turn highlighting the negative impact of this on employees’ wellbeing. ‘Bring Back the Biscuit Break’ sees McVitie’s launch a national drive to remedy this by spotlighting the integral role biscuits play in the nation’s daily routine.
The marketing push kicked off this week (10 April) with PR, social, out of home, radio and shopper marketing activities.
’Bring Back the Biscuit Break’ is fronted by Martine McCutcheon and supported by new research commissioned by McVitie’s which revealed that 70% of employees take less than 15 minutes’ worth of breaks a day.
It will be bolstered by a series of partnerships, including takeovers of mid-morning shows on Absolute and Magic. The brand will also appear in The Sun on puzzle pages and TV listings.
’Bring Back the Biscuit Break’ forms the first phase of McVitie’s ‘True Originals’ campaign – a £7.8m cross-channel drive which champions the brand’s portfolio and draws attention to its importance in daily lives of consumers.
‘True Originals’ will be further supported by social media activity – including influencer partnerships and competitions – along with an out-of-home and shopper marketing drive.
