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.

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.”