Pladis is one of the world’s leading snacking companies and home to some
well loved snacking brands, including McVitie’s. In Australia, McVitie’s was
seen as a challenger brand in a mature category. We needed to establish
them as more than just Digestives to main grocery buyers.
The challenge was to launch the brand into Australia as efficiently as possible. The
solution was a digital, social and tactical assault on the taste buds of Australia with
15 second product-focused video ads that brought the attitude, and introduced both
the McVitie’s brand and FLIPZ into hungry snackers’ social feeds, as well as YouTube
and Catch-up TV.
We partnered with the finest 3D artists in the business to create all the chocolate,
salt, biscuit and pretzel awesomeness that we could show. Heroic chocolate pours,
slo-mo pretzels and milk chocolate digestives falling through frame… you name it,
we brought this McVitie’s yumminess into its own.
Our organic social strategy was simple, show the yin and yang of the product
through recipes and consumption moments. Each McVitie’s product has a sweet and
salty side, so leaning into that unique combo gave us unlimited options for content
and helped make them a social success.
By using a time of day and moments of relevance targeting strategy, we were able to
serve ads to potential customers when they craved our product most - such as binge
watching new shows, watching sport, going to the movies or needing an afternoon
We were also tasked with the Australian launch of FLIPZ, an acquired snack food
brand (hello chocolate coated pretzel) experiencing rapid global growth. They have a
sweet/salty taste combo that could only be called, well, swalty. So we owned the
word and took it to the people with mini-documentaries that included parkour pros,
skaters and cliff jumpers flipping for FLIPZ.