mcvities ad

McVitie’s has turned the spotlight on its breakfast portfolio in the latest instalment of its Sweeet campaign.

The £3m push kicks off today (8 July) with a TV ad that introduces a new member to the brand’s ‘Sweeet family’ - a flying squirrel. The newest addition had been cast to reflect the ‘oaty oomph’ experienced when eating McVitie’s Breakfast Oaty Breaks, said Kerry Owens, ‘head of healthier’ at United Biscuits.

The commercial, which will be supported by in store activity, follows a relaunch of the breakfast range in May that comprised new variants, including Breakfast Oaty Breaks, and updated packaging.

“McVitie’s breakfast campaign marks another momentous occasion for us as we further expand our range of healthier breakfast biscuits,” said Owens.

United Biscuits won the Consumer Initiative of the Year gong for The Sweeet Taste of Success campaign at The Grocer Gold Awards 2015.