McVitie's is poised to roll out a tongue in cheek ad campaign for Hob Nobs in tubes. This nibbles part of the £20m McVitie's is putting behind its core brands this year, a 20% increase on ad spend for 2000. The Hob Nobs campaign centres round the strapline if you've got the nibbles, we've got the nobbles' and uses a variety of ridiculous or risqué images. It will run in men's and women's magazines such as Loaded and OK! and as a hobnobbing with the stars' promotion on Chris Evans' Virgin Radio breakfast show. The aim is to push Hob Nobs Tubes which were launched in September last year. McVitie's quotes figures from Information Resources showing Hob Nob Tubes have driven 20% incremental sales in convenience and impulse outlets in the last six months. In fact, it is the convenience sector driving growth in biscuits, according to McVities's Biscuit Market Overview for 2001. While EDLP and high:low multiple strategies have held back total category growth to just 0.3% and kept the multiple market flat, the convenience sector has grown 6.9% and is now worth £193m in value. McVitie's accounts for 32.1% of biscuit sales in convenience and impulse. McVitie's total volume share is 23.9%, with highest growth from the kids and healthier sectors. McVitie's plans to introduce more innovative point of sale to help push sales. These include snacks to go counter display units, tube rockets' and sandwich parasite' fixtures. {{MARKETING - P&P }}