McVitie’s VIP Club debuts on TV
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McVitie’s is launching the first television advertising campaign for the reward scheme it unveiled earlier this summer.
Parent company United Biscuits launched the McVitie’s VIP Club in July.
The ad campaign, which breaks on 13 September, aims to encourage consumers to collect points from packs of McVitie’s Chocolate Digestives, Hobnobs, Rich Tea, McVitie’s Jaffa Cakes and Penguin biscuits.
Consumers can then redeem the points against “tea break treats” including iPods, digital radios, kettles, designer tea pots, music downloads, discounted magazine subscriptions, as well as a range of McVitie’s branded merchandise.
The TV ad is part of a £2.5m marketing investment United Biscuits announced when the VIP Club was launched.
It will be supported by a consumer PR campaign targeting women’s online media, a new McVitie’s website and point of sale activity in-store.
YouGov Insight:
Sugar Confectionary
· The sectors within the sugar confectionery market are experiencing very different fortunes, sweets showed impressive growth, while gum suffered a dramatic loss of sales in 2009 and mints are in a long term decline.
· Sales of the Rowntree brand grew by around 9% in 2009 versus 2008, with the launch of Randoms in May 2009 making a significant contribution.
· The Haribo brand is strongly targeted towards children and accounts for around a quarter of all sales in the gums & jellies sector.
· In August 2009, Tangerine’s Sherbet Fountain was relaunched with all natural colours and flavours and a new re-sealable plastic tube. As a result of the relaunch sales volumes have increased by around 20%.
· Perfetti Van Melle claims to be the world’s sixth largest confectionery product. In the UK, its sweets brands are Chupa Chup and Fruittella.
Click here for more information on this YouGov market report
