McVitie’s has been running a four-week experiential tour focusing on major cities and events, sampling its sharing snack, McVitie’s Digestives Nibbles. The activity supported the snack brand’s TV advertising campaign.
The experiential tour, created by agency Sense, saw consumers being given free 120g sample packets of three varieties of the biscuit snack, plus a surprise encounter with the cute baby seal puppet from the brand’s TV campaign.
Where possible, the tour aligned with events that offered perfect ‘sharing moments’, such as Grand National Ladies Day, the Wedding Fair, and Liverpool Food and Drink Festival.
“Using our seal puppet to surprise and delight the public, we distributed over half a million samples during the activation,” says Sweet Biscuits Marketing Director, Kerry Owens. “Connecting directly with people in the real world is a great way to build on the success of our TV campaign by letting consumers try McVitie’s Nibbles for themselves and share them with friends and family.”
“This tactical and effective brand experience is designed to drive trail and awareness of McVitie’s Digestives Nibbles,” adds Sense Senior Account Manager Diana Petre-Mag. “We’re targeting key locations across the UK, including London, Manchester, Liverpool, Birmingham, Leeds and Sheffield.”