The Brief
McVitie's wanted to launch their new Breakfast Biscuit product to six of their major key customers. The concept needed to be creative but still educate the customers with quality product knowledge to secure SKU listings and shelf space for the launch in 2013.

CI provided an entirely different platform to showcase the presentation and product by converting a double decker bus into a McVitie’s branded roadshow vehicle. This was an entirely new concept for UB and one met with great excitement.

Downstairs was created to provide a hint of the product together with a comfortable space for buyers to see the vision, category and plans for this new product. Bespoke mood films, a tailored interactive presentation and signage for each of the key buyers were created.

Upstairs was tailored to allow for a reveal of the new product as well as a tasting area and a planogram vision of the future for this new and exciting product.

The roadshow took in six major retailers over a six day period with the vehicle and staff covering in excess of 2000 miles and ensuring shelf space was in place for the launch in 2013.

“Breakfast bus was a great success for United Biscuits and was very well received by the trade resulting in a successful new product launch” Market Strategy & Planning Manager, United Biscuits