The Brief
McVitie’s wanted to launch their biggest ever consumer marketing campaign to make the UK fall back in love with biscuits. The top four grocers; Tesco, Asda, Co-operative, Sainsbury’s needed to know about it and support it in their outlets. The concept needed to be creative but also engaging to create a ’feel good factor’ around the McVitie’s brand and make their employees days ‘sweeet’-er in each of the head office locations.

CI provided a mobile masterbrand ‘sweeet’ display area within each head office atrium incorporating engaging experiential activities, instant prizes and sampling. The aim was to sweeten their day by giving out prizes to relax, uplift and sweeten the employees including – a massage station, branded headphones & head massagers and Starbucks coffee vouchers as well as a whole lot of biscuits! At one point hundreds of people were queuing round the block to have a go on the McVitie’s lucky dip wall. The lucky dip wall was positioned on a branded floor and manned by UB & CI staff with bespoke roller banners for each grocer and engaged a total of 4337 employees.

This linked to a huge online masterbrand engagement programme that supported retailers, shoppers and trade.

Alongside the grocer activity a toolkit was created for impulse stores that McVitie’s staff could easily transport and set up themselves.

“Co-op said we made their day and could we come every week. Who doesn't love free biscuits! Thank you CI for keeping the energy high on the day. We covered a huge amount of people and your smile didn't waver! It was a real hit with Coop and we should definitely do again.” Business Account Manager United Biscuits