Cast your vote for the Best Consumer Campaign of 2013 here
The managing director of Wax Communications, Matt Tabb, says: McVitie's is the market leader in biscuits. The key opportunity for sales growth, identified through research, was to drive frequency of consumption by driving a stronger association of the link between biscuits and hot drinks.
The Dunk Time campaign is built on a genuine and powerful truth – a hot drink is pretty great on its own, but bring a McVitie's biscuit into the mix and that hot drink is even better. Biscuits' ability to "Brighten up your brew" was at the heart of the Dunk Time initiative and provided a campaign that worked across all key consumer media, in-store, on-pack and online.
The communication strategy was to achieve high-frequency messaging over a sustained period, activated around mid-morning (when our target audience would be making a cuppa) and remind them again and again to "Brighten up your brew with McVitie's Dunk Time!"
A strategic partnership was formed with Bauer Media (radio, press, online) alongside bought media on national radio, women's press and online advertising. These communications established the core concept and drove awareness of the on-pack promotion, driving traffic in-store.
Shopper marketing activity ensured awareness in-store and supported the on-pack promotion.
The on-pack promotion drove customers in-store with a simple, compelling and relevant offer of a million McVitie's mega-mugs (over-sized mugs ideal for dunking biscuits) to be won.
Online, the existing McVitie's VIP Club loyalty scheme was the platform for activity and facilitated the on-pack promotion.
A Dunk Time Delivery team brought the campaign to the people on the streets and, most innovatively, in the workplace.
We believe Dunk Time has what it takes to be recognised as best in class, because:
• Research found genuine truths that inspired our creative
• The campaign worked in all key media along the shopping and consumption journey and delivered real engagement between the brand and its audience
• It delivered above and beyond the commercial targets
• Frequency of biscuit consumption increased by 12% (the target was 5%)
• McVitie's total Value Sales increased 8.5% (the target was 5%)
• Deeper engagement with the McVitie's brand was driven through new registrants to the McVitie's VIP Club loyalty scheme: 527,194 promotional codes entered into VIP Club with 67,836 new VIP Club accounts opened
• 110,500 biscuits were sampled and 487 workplace deliveries made
To see who else is on the shortlist and to book for the dinner on 7 March, visit bestawards.co.uk
