McVities £12 million ad campaign has made us all want to gobble up puppies and kittens by making us all ‘awwww’ at the sight of adorable animals appearing from biscuit wrappers; or at least keep them for pets anyway! Three different TV ads have been launched showing different animals crawling out of biscuit wrappers, being enjoyed by people and then oddly turning into biscuits and being eaten. The ads include puppies, kittens and a monkey. The aim is to give the nation a giant snuggle or cuddle.
Sarah Heynen, McVities director said “We are trying to convey the feeling you get when eating a McVities biscuit and beneath that the feeling you get when eating each individual type of biscuit. With Digestives, it’s the crumbly cuddle, the arm around the shoulder - the warmth you get when eating a biscuit. Chocolate Digestives are a chocolaty snuggle and Jaffa Cake’s and its zesty orange centre is about zesty mischief.”
The cute factor plays a big part in these ads with the word ‘sweeet’ being shown at the end of each one of these ads. The word ‘sweeet’ has also been used as a hashtag on social media when talking about the new biscuits adverts. The down side is the fact that they’re not real, the animals are mechanically made! The grey fluffy kittens crawling out of chocolate digestives biscuit wrappers warmed the hearts of the office cat lovers making this one the office favourite out of the three ads. The purring and the squeaky little meow that comes from one of the kittens is just too cute. As big tea drinkers and biscuit dunkers here at the office we are certainly partial to a daily biscuit or two and those moments of eating your favourite biscuit definitely does give you a warm fuzzy feeling.
Along with the TV ads, McVities has launched a new website featuring a series of cute features and games using the animals from the TV ads. We have had some fun today sending each other email cuddles featuring our favourite blue eyed kittens or having them run across our screens while we work, it has been slightly distracting but a great idea from McVities to engage with the consumer.