United Biscuits is relaunching its McVitie’s brand with a £12m multi-media ’Sweeet’ campaign designed to accelerate growth in the sweet biscuits category. As a result, all of the company’s sweet products (except Go Ahead!) now sit under the McVitie’s brand as part of a masterbrand strategy to help simplify the shopping experience. Three 30-second TV ads featuring small animals celebrate everyday biscuit eating moments. There is also press and online marketing.

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