pladis-owned snacks brand McVitie’s is running an interactive experience to back its ‘Sweeter Together’ Masterbrand advertising and marketing campaign. In keeping with the TV ad, featuring a crane driver, the Sweeter Together Challenge requires two consumers to work together to operate a model crane to grab a giant McVitie’s ‘prize’ Nibble, to instantly win prizes that are ‘sweeter when enjoyed together’.

pladis has appointed promotional marketing agency whynot! think people to deliver the interactive challenge, which will be appearing at Westfield Stratford City between until April 23rd April. It then moves to the Manchester Arndale Centre between April 25th and May 1st before finishing at the Cardiff St. David’s mall from May 4th to 7th. It will also be appearing at key London railway stations, including Waterloo, Paddington, Victoria and Euston.

The activity, which will also see the distribution of 800,000 samples of the  Nibbles product, is part of the re-launch of the McVitie’s brand, which is being backed with a £12m multi-media Masterbrand campaign, exploring the importance of real human connections and showing how the simple act of sharing a biscuit has the power to bring people together. It launched in mid March with the 60-second animated TV ad, titled ‘Crane’, showing a tower crane operator going about his work dozens of metres above the ground. Below him, he sees his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves but is not seen.

As the day wears on, the operator becomes gloomy, craving some company – even if it’s only from passing birds. When he is convinced that everyone’s forgotten about him he gets a surprise: the latest steel beam he lifts has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts. The ad ends with a simple message: “Sometimes the little things are actually the really big things”.

A second TV ad will air later this year. Social and in-store activity also features as part of the integrated campaign.

Sarah Heynen, Marketing Vice President, pladis UK & Ireland, says: “whynot! think people have done an incredible job of bringing both the fun sharing attributes of Nibbles, and our Sweeter Together campaign, to life.  The challenge element physically executes our new brand purpose – enabling everyday moments of real human connections. We are confident that this brand experience will tap into our consumers’ love for our brands as well as supporting our efforts to drive penetration and repeat purchase of our Nibbles range.”

David Ryan, Creative Director, whynot! think people, adds: “Our Nibble twist on the iconic crane game is the perfect fit for a legendary brand such as McVitie’s. The Sweeter Together Challenge brings to life the new brand purpose, not only visually but by bringing people together to enjoy moments of sharing, the sweet spot for Nibbles.”

The Sweeter Together Challenges will be filmed and edited, with content featuring on outward facing TV screens at the events, as well as being used as part of a social media campaign to amplify the activation, extending campaign reach and driving footfall to future events.

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The UK’s biggest selling healthy biscuit brand, belVita, is launching a new on-pack promotion offering consumers the chance to win one of over 1,000 NutriBullet juice makers so they can create juice and smoothie recipes to complement their belVita breakfast biscuit.

To be entered into the weekly prize draw for the chance to win a NutriBullet, shoppers have to buy a belVita promotional pack, visit www.belvitaprize.co.uk and enter the barcode displayed on their packet.

Susan Nash, Trade Communications Manager at Mondelez, says: “Breakfast is an incredibly important meal; this competition aims to drive additional excitement and sales to the range.”

The competition aims to drive additional sales for belVita, which is now worth £76m in retail sales value according to Nielsen figures, and seeks to drive trial and penetration, bringing new consumers to the brand and encouraging frequency in existing shoppers.

The promotion is running in the UK and Republic of Ireland and is open to anyone aged 18 and over. The promotional period is from April 2nd to July 8th 2018. There are 14 weekly draws with up to 72 Nutribullet 600 models available to be won each week, with a final wrap-up draw for entries received after the end of promotional period and before September 9th 2018, with up to 42 Nutribullet 600 models to be won.

There is a No Purchase Necessary route for Northern Ireland residents, to conform to local gambling laws.

The belVita brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Oreo, the world’s biggest-selling cookie brand, has appointed Elvis to lead its next European-wide integrated campaign following a three-way creative pitch. This will be the biggest brand activation in Europe in 2019, with the work due to run across 20 countries early next year.

Caroline Baume, Marketing Lead, Europe at Mondelēz says: “Elvis bowled us over with their passion and creativity for our brief. Oreo will be the number 1 Mondelēz brand in Europe this year, and we believe we’ve found the right integrated partner in Elvis to build on this success”.

Caroline Davison, Managing Partner at Elvis adds: “The Oreo brand is synonymous with creativity and innovation the world over, and we’re very much looking forward to helping Mondelēz maximise its unicity further over the current months”.

Mondelēz International is a global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

ELVIS is a global creative partner for famous brands, including Cadbury, Honda, Stella Artois and Budweiser. It joined the Next 15 group in 2017, a communications business which employs over 1,610 people across 39 offices in 14 countries.

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pladis-owned snacks brand McVitie’s has launched a brand-new Masterbrand campaign, ‘Sweeter Together’. The campaign explores the importance of real human connections and shows how the simple act of sharing a biscuit has the power to bring people together.

The £9.7m campaign launches with a TV ad campaign bringing to life the significant role the humble biscuit plays in everyday lives. A second ad will air later this year. Social and in-store activity will also feature as part of this integrated campaign.

As part of the launch, a major in-store promotion will be running across all McVitie’s Biscuits. Consumers will have the opportunity to win prizes including dream family holidays, weekend breaks and family days out. To enter, shoppers must buy any packet of McVitie’s biscuits and text ‘SWEETERTOGETHER’ to 66644 to find out if they have won.

The 60-second animated TV ad, titled ‘Crane’, shows a tower crane operator going about his work dozens of metres above the ground. Below him, he can see his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves but is not seen.

As the day wears on, the operator becomes gloomy, craving some company – even if it’s only from passing birds. When he is convinced that everyone’s forgotten about him he gets a surprise: the latest steel beam he lifts has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts.

The ad ends with a simple message: “Sometimes the little things are actually the really big things”.

Sarah Heynen, Vice President of Marketing at pladis UK & Ireland, the global snacking company behind McVitie’s, said: “We know that despite being more connected than ever before digitally, we’re drifting further away from those real human connections that can mean the most. That’s why we’re so excited about our new ‘Sweeter Together’ campaign; because it has a very real message about the importance of togetherness. And we truly believe McVitie’s enables these moments every day.”

A second TV ad, ‘Brows’, will air later this year as part of the Sweeter Together campaign, telling the tale of a woman feeling nervous during her first day in a new job. Her sense of isolation disappears, however, when a new colleague breaks the ice with a joke and a packet of McVitie’s Jaffa Cakes is shared around.

The campaign has also been extended to convenience retailers, offering them a chance to win £1000. Retailers must first request a ‘Win Big Together’ POS kit from betterbiscuits@pladisglobal.com. They must then build a high-impact display that makes buying easy for shoppers and send images of the display back with a chance to win. In wholesale depots, the campaign will be executed through high impact displays and point of sale driven by the Field Sales team at pladis.

Pladis was established in January 2016 after Turkish conglomerate Yıldız Holding merged food companies United Biscuits, Ulker, Godiva Chocolatier and DeMet’s Candy Company into one global business. pladis is now one of the world’s leading snacking companies with brands including McVitie’s, Ulker and Godiva Chocolatier. pladis delights consumers with products across the snacking category including sweet and savoury biscuits, wafer, cake, chocolate, gum and candy. pladis has a 26,000-strong global workforce in 34 factories in 13 countries, with annual revenues of £2.2 billion.

The company has already delivered a series of successful product innovations in the biscuit and chocolate categories since the group was created, which include Godiva for retail, McVitie’s Nibbles and McVitie’s Chocolate Digestive Thins – products which have fast become firm favourites in pladis’ anchor markets.

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Confectionery company Mondelez has enlisted the help of basketball superstar Shaquille O’Neal to help it celebrate the ‘birthday’ of its OREO brand on March 6th by giving away one million OREO Chocolate Candy Bars in a US-wide promotion.

O’Neal – who shares March 6th as a birthday – kicked off the celebrations by hosting a one-day-only pop-up “Snack Shaq” at Atlantic Station in his adopted hometown of Atlanta where he handed out free OREO Chocolate Candy Bars.

OREO fans who can’t make it to Atlanta can go online to OREOBirthdayGiveaway.com and enter their details. The first million fans to enter their names and addresses on the website will get a voucher redeemable for a free OREO Chocolate Candy Bar, worth up to 99¢.

The promotion is open to legal residents of the 50 U.S. states (and the District of Columbia) aged 18 or older. The promotion ends at midnight Eastern Standard Time March 12th 2018, or when 1,000,000 participants register for the giveaway, whichever comes first.

Mondelez launched its OREO Chocolate Candy Bars in the US on a limited basis in November 2016, with a full roll-out in January 2017. They combine Oreo cookie pieces in a vanilla crème filling, enrobed in European Milka chocolate. In the recent Kantar TNS US Product of the Year Awards 2018, the new range won Product of the Year 2018 in the Candy Bar category. The product was launched in Europe prior to the US launch, again using Milka chocolate (Milka is the best-selling chocolate brand in Europe) except in the UK, where it uses Cadbury chocolate. However, Mondelez cannot sell Cadbury products in the US as rival confectionery company Hershey has the US rights to the Cadbury name.

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Cadbury’s Premier League football partnership is moving into biscuits with the launch this month (January 2018) of an on-pack promotion for Cadbury Fingers – Finders Keepers.

Promotional packs will see Cadbury Fingers renamed for a limited period while its Finger characters will play goalie on promotional packaging. An on-pack promotion offers consumers a chance to win one of 1,000 prizes or a money-can’t-buy grand prize – presenting the Golden Glove trophy to goalkeeper who has kept the most clean sheets at the end of the Premier League season, plus a VIP experience for their chosen guests on the day.

Consumers who find a golden tray inside their promotional pack will be entered into a draw for the grand prize. Everyone who buys a pack, whether they find a golden tray or not, can enter for the chance to win one of the instant prizes, which include match tickets, stadium tours, TV  sports passes and Cadbury Fingers packs. To find out if they have won an instant prize, consumers simply have to email their promotional pack code and contact details to Cadbury Biscuits.

The promotion will run from January 15th until May 31st 2018, with an earlier deadline of April 27th to enter the draw for the grand prize. The Finders Keepers promotion will be supported by PR, social media and digital activity.

Chiara Missio, Marketing Manager for Cadbury Biscuits, says: “Cadbury Biscuits is all about bringing joy to the category, Cadbury Fingers being a prime example, and many consumers find joy within Premier League football so it’s another perfect partnership.”

Missio adds: “Cadbury Fingers is now worth £27m and is the UK’s number one brand in Sweet Treats, so we believe by introducing the first on-pack promotion in a number of years with unique and exciting prizes, we will help drive incremental sales for the category.”

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with global Power Brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

Cadbury Fingers biscuits are made by Burtons Biscuits. Burtons had bought the rights to use the Cadbury name in 1986 in perpetuity on the biscuit products; but Mondelez bought the rights back in 2016, although the deal included the agreement that they would continue to be made by Burtons under a co-manufacturing agreement.

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Global food group Mondelez has launched a UK roadshow to back Oreo’s new ‘Discover Your Flavour’ campaign, promoting the new Choc’o Brownie flavour, as voted for by the public, along with the existing Strawberry Cheesecake, Peanut Butter and Cool Mint cookies.

Experiential agency HeyHuman has designed the Oreo Truck’s bold and colourful new look as well as the sampling team’s vibrant branded jackets and tee-shirts, which are complemented by furniture, bunting and signage that will accompany the truck at each stop around the country. The vehicle features colourful flavoursome splashes and images to represent the different personalities of each flavour.

It will be travelling around the UK for six weeks, beginning on 8^th August 2017 and visiting locations such as the Bristol Balloon Festival, Edinburgh Fringe and Fusion Festival in Liverpool. HeyHuman has designed the truck to draw people in and to encourage them to try out a fun Buzzfeed-style quiz app, conceived by the agency to dial up interest and engagement.

Consumers who answer the five personality-trait questions will get to see which of the Oreo flavours they are most in tune with. People take the quiz on tablets provided by staff at the Oreo Truck and can share the results online. They will then receive a free Oreo truffle in that flavour, a speciality treat produced purely for this campaign, plus a recipe card that allows them to recreate the truffle at home.

Katie Bashford, Senior Brand Manager at Mondelez, comments: “Flavours have personalities of their own, and the tastes you enjoy say something about what and who you are as a person. We wanted to bring that thinking to some of the most popular types of Oreo cookies and get people talking about their personal flavours at the same time. HeyHuman has created an exceptional experiential campaign that will bring tasty and Wonderfilled Oreo truffles to thousands of people around the UK and encourage them to learn their own personal flavour.”

Ben Lock, Business Director at HeyHuman, adds: “Oreo is one of the world’s biggest snacking brands and everyone has their favourite one. We’re bringing flavour and personality together and ensuring people around the country have the chance to try, share and discover. Quite simply HeyHuman has created a Wonderfilled, shareable experience to help people discover their Oreo flavours.”

HeyHuman is an integrated independent creative agency of just under 100 people with a focus on building ‘Human Brands’ through its specialisms in brand, content, social and experiential. Current clients include: Sony Xperia, Unilever, Dove, Guinness, Slimfast, Mondelez and P&G Tips.

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Children’s biscuit brand Barny is launching a new on-pack promotion, Rangers, which offers consumers the chance to win the top prize of a five-night family safari to Kruger National Park in South Africa, plus 500 Barny binoculars and 500 Discovery Diary activity books to be won every week.

For the chance to win, consumers will need to purchase any promotional Barny multipack then visit www.barnyrangers.co.uk where they will enter the code found inside the box and their contact details. This code will enter them into both the weekly draw and overall draw for the chance to win the main prize of a family safari experience.

Brand owner Mondelēz says that by creating a team of Barny Rangers, the promotion will help Mums get their kids outside to kick-start their curiosity and excitement for wholesome, real-life play.

The campaign will run until August 27 to help drive brand growth through penetration by incentivising shopper purchase.

Mondelēz says the Barny brand is the second best-selling children’s biscuit brand in the UK, worth £13m (Retail Sales Value) and is growing at +6%, with a +3% uplift in volume. It is also seeing strong results amongst consumers, with a penetration of 9.6% and a repeat rate of 50.4%, both of which are growing at a rate of +3% and +4%, respectively.

Daniel Kessler, Barny senior brand manager, says: “In today’s digital age, it seems that Mum is forever battling with the challenge of keeping her child from spending hours staring at a screen. We believe that the world is a much more interesting place if you look close, and have launched this promotion to help children uncover the exciting secrets of the great outdoors. We have had a great response from a number of large-scale sampling events at the start of 2017 – so we’re hoping that this will prove a hit with retailers and consumers alike.”

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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.”

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OREO, the Mondelēz owned cookie brand, has launched its new, globally integrated marketing campaign, Open Up with OREO, which the company says aims to convey a simple but powerful message: open your heart to people who are different to you and you’ll discover the similarities.

The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, prize promotions and customised cookies.

As the latest instalment of the brand’s ongoing Wonderfilled platform, Open Up with OREO will launch in more than 50 countries during the first half of 2016 to encourage the biscuit brand’s growing global fanbase to see the world through the eyes of the OREO brand.

According to Mondelēz, the new campaign addresses a behavioural shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.

The Open Up with OREO campaign leverages both the brand’s global footprint and its ability to break through the adult exterior to reach the child within. The objective is to inspire OREO fans worldwide to be more open to those around them and, as a result, make new connections.

The campaign creative is grounded in the universal practice of twisting open an OREO cookie. This playful gesture is being exploited as a catalyst for breaking down barriers and creating unexpected connections.

Jennifer Hull, Brand Director Global OREO at Mondelēz International, says: “We’re excited about our new Open Up with OREO campaign as it conveys an optimistic and hopeful message that we think will resonate with all our fans. As a brand that inspires openness and curiosity every day, OREO believes that, if we begin to open ourselves up, we’ll make more meaningful connections and discover that we have more in common than we think, no matter where we live or what walk of life we come from.”

The animated TV spot, featuring the brand’s signature Wonderfilled visual aesthetic and upbeat music, is set against the backdrop of a playfully diverse roller skating rink. The animation follows a young girl inspiring those around her to look inside them to let a little bit of wonder out and, in turn, let others in.

In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. on January 18 2016 featuring the vocals of multi-platinum-selling Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.

In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life.  The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.

The new campaign builds on the brand’s success in making a global platform relevant across the globe by leveraging universal consumer insights, but executing its marketing campaigns in a way that reflects the local context and culture.

In the U.S. market, the Open Up with OREO message will encourage OREO fans to open up to new people as well as new flavours with the official introduction of the OREO Wonder Vault, a creative expression of the brand’s epicentre of cookie exploration.

On January 18, the Wonder Vault opened to release two flavours; the return of Red Velvet Flavoured OREO cookies and the introduction of Cinnamon Bun Flavoured OREO cookies, both of which will join OREO’s permanent product line-up in the U.S. The OREO Wonder Vault will release a third, limited edition – but currently undisclosed – flavour next month.

Mondelēz claims that OREO, originally launched in 1912, is now the world’s favourite cookie, sold in more than 100 countries around the world and with $2.5 billion in global annual revenues. OREO marketing has focused on creating a ‘ritual’ – TWIST LICK DUNK – which features in all its communications.

OREO has a Facebook community of more than 40 million OREO fans around the globe, representing 200+ countries and dozens of different languages. OREO ranks among the top five brand Facebook pages in the world.

Mondelēz International is a global snacking business with 2014 revenue of more than $30 billion. It is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages.

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