UK: United Biscuits announces McVitie's relaunch

United Biscuits has announced that it is to relaunch its McVitie's brand, backed by a £12m multimedia advertising campaign, with the hope of increasing growth within the sweet biscuits category.

In what is stated to be one of the company’s biggest campaigns to date, the entire United Biscuits brand group, aside from Go Ahead, is being brought under the overarching McVitie's masterbrand. The relaunch will see an overhaul of the packaging and a series of 30 second TV commercials that will be aired during primetime scheduling.

“Our Masterbrand campaign for McVitie’s is the result of 12 months of extensive customer research,” said United Biscuits CEO, Martin Glenn. “Thanks to the strength of our heritage range, McVitie’s has come to represent 40% of the everyday biscuits market in the UK. The new campaign aims to tap into consumers’ love for these brands as well supporting our efforts to drive growth for the category”.

Source: Talking Retail