The Yildiz Holdings-owned company is investing £1.3m ($1.67m) in a ‘Merry Biscuits Everyone’ campaign that revolves around the concept of sharing, designed to highlight the role that brands play at that time of the year, such as sharing a box of McVitie’s Family Circle in front of the TV.
The campaign will involve an on-pack promotion, in-store activities and POS across grocery, independent and convenience channels across the UK.
Making Christmas magical
New products will be introduced and there will be the return of some festive favorites.
Hena Chandarana, UK Trade communications controller at pladis, said the campaign is the company’s biggest and most integrated yet.
“This year, we want to bring to life the role our brands play in making Christmas magical. That’s why we’ve invested in a truly integrated approach – from new packaging designs, an amazing on-pack promotion and stand-out in-store activity,” she told BakeryandSnacks.
New for Christmas 2017
“McVitie’s is extending its Digestives Nibbles range to include a limited edition White Chocolate variant,” said Chandarana (RSP of £1.99 - $2.56 - in a 120 g sharing pouch).
McVitie’s Milk Chocolate Digestives Postbox Tin (RSP of £10 - $12.98 - for a 400 g tin).
McVitie’s Moments (RSP of £10 - $12.98), aimed at the younger shopper.
Carr’s Batons (RSP of £1.49 - $1.91 - for a 100 g box) in three variants: Cheddar & Onion; Tomato, Emmental & Herb; and Rosemary & Sea Salt. “It’s the first NPD launch for Carr’s in some time and taps into the premium nibbling trend,” said Chandarana.
Jacob’s Cracker Crisps Sour Cream & Chive Caddy (£3.49 - $4.49 - for a 230 g tub). According to Chandarana, “Jacob’s continues to be the number one caddy brand.”
McVitie’s Victoria is returning for another year in new packaging. The 100 g pack (£1 - $1.28) and 825 g (£11 - $14.16) now includes a White Chocolate Cookie biscuit. Also available in 300 g (£5 - $6.44) and 600 g (£8 - $10.30).
McVitie’s Family Circle everyday assortment brand. Available in 360 g (£3.09 - $3.97), 670 g (£6 - $7.72) and 900 g (£8 - $10.30).
“The iconic McVitie’s Jaffa Pole will be hitting stores again this year and remains a key player in the Christmas space,” said Chandarana. (RSP of £6 - $7.72).
“Data shows that one in four households purchase a Jacob’s seasonal product at Christmas, so we’ve revamped the packaging of our Jacob’s Biscuits for Cheese Selection,” she added. Available in 450 g (£4.29), 900 g (£7.50 - $9.65) and 300g (£2.99 - $3.85).
Jacob’s Savoury Favourites 200 g box, including Mini Cheddars, TUC and classic favourites (RSP of £2.19 - $2.82).
Jacob’s Savours - a 250g range of crackers in Sour Cream & Chive Thins, Salt & Cracked Black Pepper Bakes, Sweet Chilli Thins, and Cheese. (RSP of £4.29 - $5.52)
Carr’s Assortment in a 500 g Christmas box (£7.50 - $9.66) and 200 g assortment (£2.79 - $3.59).
“Jacob’s Caddies, comprising Jacob’s Festive Snack Bites, Treeselets, Mini Cheddars and Twiglet Caddies are back for another year with revamped packaging,” said Chandarana. (£3.49 - $4.49).
Win a trip to Lapland
pladis is also running a promotion offering consumers the chance to win a trip to Lapland or one of thousands of family days by unlocking the ‘Merry Biscuits grotto’.
Chandarana said: “The 1,000 winning moments starts at the end of this week (August 20) and runs until the end of 2017. However, the Lapland competition runs through until March 2018.”