Grey has called on a fluffy owl and the Mnah Mnah song to make kids pay attention to the launch of McVitie’s Cheeky Wink biscuits.
United Biscuits has invested £1.3m into the launch campaign for its new Cheeky Wink BN, with Grey London behind the creative and MEC the media buy. UB is the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland.
Yes, fluffy and silly describes the campaign in three words. The next three words are “proven track record”. The £12million multi-media McVitie’s Sweeet™ advertising campaign launched in February 2014. Fluffy kittens having been popping out of Chocolate Digestives packs, a tarsier has been emerging from a Jaffa Cakes packet…
The campaign was created to celebrate everyday moments made that little bit better with a McVitie’s biscuit, a sentiment continued in the new ad.
The Cheeky Wink campaign includes a 30-second ad, which will launched on July 7 during Coronation Street on ITV1, will run until 1 September, in-store, PR [including a summer blogger-led campaign] and online marketing, plus a significant push on McVitie’s social media channels.
Sarah Heynen, marketing director of sweet biscuits at UBUK, commented, “The McVitie’s Sweeet™ campaign aims to highlight the importance of the humble biscuit in everyday life. The new BN ad continues to illustrate the emotion derived from the biscuit eating moment, a pleasure which Brits have revelled in since the 1830s.
“This latest ad marks another step for the McVitie’s Masterbrand strategy and follows on from the highly successful Sweeet™ campaign launch earlier this year.”
Creative credits:
Creative agency: Grey London
Creative Directors: Nils Leonard & Jonathan Marlow
Copywriters: Andrew Singleton & Ben Buswell
Art director: Chris Chapman
Agency producer: Ange Eleini
Production company: Passion/Raw
Director: Owen Trevor
Post-production: Absolute
Audio post-production: Factory
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