THE BRIEF
McVitie’s tasked us with coming up with an idea for a social activation and PR campaign for National Biscuit Day, which takes place every year on the 29th of May.
The brief asked me to focus on making McVitie’s the brand of choice for Britain’s workforce. The message needed to reinforce the brand’s ‘Sweeter Together’ strapline.
And as part of the agency’s video-led strategy, the team and I created engaging video assets that could be used across Facebook and Instagram Stories to promote the product. The video was released alongside a PR campaign.
THE IDEA
The idea was to show all the unexpected journeys that McVitie’s takes to reach the hands of Britain’s workforce: travelling by boat, by bike and even by drone.
THE ACTIVATION
The videos were released as part of a competition that asked people to tell us who they would share a biscuit with to win a free hamper of McVitie’s goods, delivered via drone on National Biscuit Day.
THE RESULTS
The videos were viewed over half a million times (668,000) on Facebook. That’s nearly 6x the brand’s total audience on Facebook. The competition received around 1,200 entries.