McVitie’s in £12m brand relaunch with JKR

United Biscuits is relaunching its McVitie’s biscuit brand in a £12 million marketing push.

New Jaffa Cakes packaging
New Jaffa Cakes packaging

The brand campaign aims to evoke ‘the emotional role biscuits play in our lives’.

The project sees all United Biscuits sweet products (with the exception of Go Ahead!) brought under the McVitie’s brand. This will include Penguin Bars and Jaffa Cakes.

Design and packaging across the sweet biscuits range is being refreshed, with all products adopting the McVitie’s ‘wheatsheaf’ logo as a holding device. Design work has been carried out by JKR.

Website holding page showing new Digestives packaging
Website holding page showing new Digestives packaging

A new ‘sweeet’ strapline is being adopted in campaigns – and advertising will be animal-themed, with each biscuit represented by a different animal.

Puppies are used to advertise Digestives, kittens for Chocolate Digestives and tarsiers – the world’s smallest primate – for Jaffa Cakes.

Martin Glenn, chief executive of United Biscuits, says, ‘Our masterbrand campaign for McVitie’s is the result of 12 months of extensive customer research, in which we aimed to get to the heart of the emotional role biscuits play in our lives.’

Daniela Nunzi-Mihranian, creative director at JKR, says, ‘McVitie’s holds a special place in the hearts of British consumers. The redesign strengthens the connection between the individual products in the portfolio with McVitie’s, while still allowing the individual personalities to shine through.’

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