McVitie's NPDs: Signature and Pink Digestives
I helped introduce 2 tasty icons to the McVitie's portfolio with shopper comms that went live across the UK: Signature and Pink Digestives.
I wrote KV headlines, shopper radio scripts and an activation idea (that sadly didn't see the light of day), but I think deserves a spot on my site.
McVitie's Signature: Shopper comms
Shopper radio
VO: Signed.
[‘tick’ sound]
Sealed.
[‘tick’ sound]
Delicious.
[rustling packet and crunching sound]
The new McVitie’s Signature range is here.
Experience total chocolate biscuit pleasure with our utterly satisfying, infinitely irresistible and mouth-wateringly moreish creations.
Mmm-mmm.
[crunching sound]
Pick up a pack in-store and enjoy today.
Experiential
Karaoke sits amongst the UK's top fears. Worries of judgement, embarrassment and drawing attention stop many from grabbing the mic and belting out a tune or two.
How on earth, then, do you convince someone to get up in public and sing?
You promise an extra tasty reward in return.
Continuing the lyrical theme of the campaign, we'll turn a digital 48-sheet into a karaoke screen and encourage the public to sing for their Signature. All they need to do is chant our version of the famous line to receive a free pack of biscuits.
Pink Digestives: Shopper comms
Shopper radio
VO: McVitie’s limited-edition PINK Digestives have entered the chat.
[notification ping sound]
Yep. PINK Digestives.
A seriously tasty phenomeNOM...
[biscuit crunch sound]
...if we do say so ourselves.
Tuck into deliciously dreamy raspberry & cream
layered on rich, golden biscuit before they go.
Perfect for sharing
[packet crumpling sound]
or... not.