Owner, United Biscuits, hopes the £3m ‘Special’ campaign will help to generate £30m in sales from its new Quirks range over the next three years.
A 30” second TV spot, created by Publicis, will air throughout February alongside cinema, in-store and digital activity.
Quirks were rolled out to stores nationwide last July as part of McVitie’s move to attract new, younger consumers to the everyday treats segment, which it claims is currently worth £317m.
With rivals such as Burton’s Biscuits Company and Premier Foods restructuring to drive growth from their bakery divisions, McVitie’s is ramping up its social media offering to bolster the positioning of its newer brands.
The company is also looking to bolster its multi-channel activity across its cake ranges such as Hob Nobs and Mars, and is looking to a appoint a head of marketing to lead the division.