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 McVitie’s as more than just Digestives to main grocery buyers. We were also tasked with the Australian launch of FLIPZ, an acquired snack food brand (hello chocolate coated pretzel) experiencing rapid global growth. The challenge was to dial up taste and fun through connection while driving trial in the first 6 months in market.
The solution was a digital, social and tactical assault on the tastebuds 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, plus across YouTube and Catch Up TV. To create the most mouthwatering stories, we created a suite of 3D assets and inspired social executions. These were supported by out of home and print executions getting McVitie’s Digestives, Jaffa Cakes and FLIPZ into more grocery buyers’ hands.