Brief

McVitie’s has unveiled its latest campaign for Penguin, through Publicis.

McVitie’s has unveiled its latest campaign for Penguin, through Publicis. The drive is part of a 6m TV advertising spend for this year, McVities biggest for the famous biscuit brand to date. The first ad breaks on Monday March 16 – and will be shown in Scotland and Northern Ireland – and will support the Penguin brand extension Pick-Up Pack. The second film features a role reversal at a zoo, with youngsters throwing fish paste sandwiches to an enclosure full of businessmen. Mark Horgan, McVitie’s joint marketing director for countlines, says: ‘We expect this campaign to be the most popular to date. Currently, Penguin has a consumer awareness of 98 per cent.’

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