United Biscuits (UB) has announced the Christmas TV debut for its most popular branded assortment, McVitie’s Victoria biscuit selection.

Appearing on television for the first time in its history this festive season, the campaign will launch on 4th December.

An investment of £1m will see the 60-second advert target high-profile programming across the three-week period leading up to Christmas Day. The advert will see the extension of the sweeet animal family debuted earlier this year in the McVitie’s masterbrand advertisements.

McVitie’s Victoria returns to shelves this season in a new, hinged box – intended to offer a more modern and premium look and feel for its selection of 11 milk, white and dark chocolate biscuits. Following investment by United Biscuits in packaging technology, Victoria’s packaging format will now contain two re-closable foil film trays, individually wrapped to retain freshness.

Sarah Heynen, marketing director for Sweet Biscuits at United Biscuits, commented: “The launch of McVitie’s Victoria onto our TV screens this Christmas marks another momentous occasion for McVitie’s at the end of what has been a highly successful year for the brand. Although we are keeping the stars of the campaign under wraps, we hope our customers will be as excited as we are to see the debut of Britain’s best loved biscuit assortment on TVs in homes throughout the country. We expect a positive response from consumers following the success of the McVitie’s sweeet TV campaign earlier in the year so will be working closely with our retail customers to ensure they can meet anticipated demand.

“As we seek to make every moment special with McVitie’s Victoria this Christmas, the new campaign aims to tap into consumers’ love for the brand, whilst supporting our broader investment across the McVitie’s masterbrand this year and our continuing efforts to drive growth into the category.”

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