McVitie’s Launches True Originals Brand Platform
McVitie’s have thrown down the biscuit gauntlet with the launch of a new masterbrand campaign.
Highlighting their product line as the gold standard of the biscuit world, ‘True Originals’ sets out to position McVitie’s as the de facto biscuit choice in the minds of consumers.
Throughout its 180+ history the brand has solidified itself as a market leader across UKIE. However, the brand has recently recognised the need to innovate to stand up to copycats in the snack aisle, sparking the need to generate mental availability when it comes to staying top of the mind for biscuit buyers.
“We want consumers to be talking about the brand,” notes James King, McVitie’s UK marketing director, “we want them to be thinking about the brand more than they do today.”
Planned by PHD and Source out of home, the ‘True Originals’ Outdoor campaign is live targeting consumers both near the point of purchase and while on-the-go. Featuring a range of iconic products that have become biscuit tin staples in the Irish market – namely Chocolate Digestives, Jaffa Cakes, and Hob Nobs.
“We’re thrilled with the campaign,” notes Alexandra Jakljusina, Senior Account Manager at PHD, “it’s a robust and cost-effective activation that seamlessly integrates a variety of formats, from bus T-sides and bus shelters to DOOH in shopping centres and the premium Tallaght DX Screen, reaching a nationwide audience across retail, transport, and roadside locations.”
The campaign’s creative, from agency Pluto, has been a core element of why the campaign has been so noteworthy. Featuring a variety of messages with playful copy, the standout colours and easy-to-understand messaging are in alignment with our 2023 Touchpoints reinforcing the importance of creative in ROI.
“We noticed the artwork all over Dublin and we can’t wait to see the impact it makes,” adds Jakljusina.
OOH fuels Guinness Jazz Weekend
The streets of Cork are set to jump, jive and wail once again this bank holiday weekend as the Guinness Cork Jazz Festival gets underway.
The festival, now in its 45th year, sports its biggest lineup to date. Stellar international headliners include Macy Gray, Morcheeba and Corinne Bailey Rae, while popular Irish acts including The Scratch, Jenny Greene and Pillow Queen also dot the lineup.
In anticipation of Thursday’s kickoff, lead sponsor Guinness have decorated Outdoor networks across the rebel county with promotional creative displaying across large roadside, retail and transit networks locally. Planned by PHD and Source out of home, with creative from Tenth Man, the trumpet-clad copy features Guinness’ popular tag ‘It’s Guinness Time’ replaced with ‘It’s Jazz Time’.
Commenting on the 2023 festival, director Mark Murphy said: ‘This year we’re bringing in bigger acts, we have more venues and more ticketed shows at each venue.
‘We’re also extending the Guinness music trail throughout Cork City’s vibrant venues, bars and restaurants, which provides a platform for local artists and an immersive experience for festivalgoers. ‘
Tickets and information for the festival can be found at guinnesscorkjazz.com.