McVitie’s to launch £2m campaign for Medley variants

United Biscuits UK will be advertising McVitie’s Medley, its latest on-the-go biscuit range, with a £2m TV advertising campaign later this year to raise consumer awareness of the range and to generate trial.

Medley Hobnobs Raisins
Medley Hobnobs Raisins

United Biscuits UK will be advertising McVitie’s Medley, its latest on-the-go biscuit range, with a £2m TV advertising campaign later this year to raise consumer awareness of the range and to generate trial.

The company will also carry out outdoor advertising, in-store support and nationwide on-the-go sampling to promote the range, which will be available from next month.

The McVitie’s Medley range will include individually wrapped biscuit and cereal bars packed in counter display units “to offer consumers a sweet snack that is both satisfying and portable for snacking on-the-go”.

It will be available in two on-the-go flavours: HobNobs, Raisins & Milk chocolate and Digestives, Hazelnuts & Milk chocolate. Prices will start at 39p and are aimed at targeting young adults. According to Nielsen, the category is worth £135m and is growing 35% year-on-year.

Sarah Heynen, marketing director for sweet biscuits, says: “McVitie’s Medley has researched extremely well with shoppers and consumers, with 82% of young men and women saying that they intend to buy Medley. They loved the delicious biscuit combinations of their favourite McVitie’s biscuits, Digestives and Hobnobs, and the fact that it is healthier than a chocolate bar, but more substantial and tasty than a cereal bar.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here