pladis has unveiled plans for what it describes as its biggest ever Christmas brand campaign.
For the first time the McVitie’s, Jacob’s and Carr’s brands will come together under the campaign banner “Merry Biscuits everyone.”
With a total investment of £1.3m to support McVitie’s, Jacob’s and Carr’s, the seasonal campaign will involve an on-pack promotion, immersive in-store experience for shoppers and seasonal point of sale across grocery, independent and convenience channels. Taking the campaign beyond pack and product, there will be a promotion with consumers given the chance to win a trip to Lapland or one of thousands of family days by unlocking the Merry Biscuits grotto.
To enter, people will find a unique code on promotional packs of products such as McVitie’s Victoria, Family Circle, Jacob’s Biscuits for Cheese Selection and all Jacob’s Caddies. They then submit the code online to instantly discover if they’ve won one of the family days and be automatically registered for the prize draw to win a trip to Lapland.
pladis has also unveiled its complete Christmas range for McVitie’s and Jacob’s, which will include the launch of new McVitie’s White Chocolate Digestives Nibbles – biscuit balls coated in delicious white chocolate. Another Digestives product is the McVitie’s Milk Chocolate Digestives Postbox Tin.
Carr’s will be launching its first NPD in several years, with Carr’s Batons, tapping into the premium nibbling sector, available in three flavours. Jacob’s will also be launching a new Cracker Crisps Sour Cream & Chive Caddy.
Hena Chandarana, UK trade communications controller at pladis, said: “We’re really excited about this year’s campaign for McVitie’s and Jacob’s – our biggest and most integrated yet. We’ve injected some real Christmas magic into our creative approach – from new packaging designs and an amazing on-pack promotion through to stand-out in-store activity. pladis is home to some of the nation’s best loved brands and what we’ve done this year is dial-up the role our biscuits and snacks play during the festive season, reminding shoppers that it just wouldn’t be Christmas without them.”