Pladis McVitie’s

Shaking up the snack food category

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.

Taking taste to the people

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.

Introducing ‘swalty’ – and gnarly tricks

FLIPZ has a sweet/salty taste combo that could only be called, well, swalty. So we owned the word and took it the people with in-your-face mouthwatering product-focused ads. We then extended the campaign with adrenaline-packed social with parkour pros, skaters and cliff jumpers flipping for FLIPZ.

Asset creation

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.

Tactical social

When do people reach for McVitie’s? We created tactical digital executions to run in times when people crave it the most – such as binge watching new shows, watching sport, going to the movies or needing an afternoon chocolate hit.

Organic social

Snack-craving young guys are a key target market for FLIPZ. Hello skateboarders, parkour experts and clifftop flippers. We enlisted influencers in this space and then boosted these death-defying organic posts to further help get FLIPZ into the hands of those who need that swalty snack the most. On top of this, we created mouthwatering recipe inspo including a FLIPZ Mega Shake that got some viral traction. We also re-imagined Digestives and Jaffa Cakes into recipes that helped dimensionalise their role in the kitchen.

Pladis McVitie’s

Dialling up the yum across Australia

Brand Strategy / DIGITAL ADVERTISING / ASSET LIBRARY CREATION / Print / SOCIAL STRATEGY / Content Creation / COMMUNITY MANAGEMENT /

Shaking up the snack food category

Taking taste to the people

Pladis McVitie’s

Introducing ‘swalty’ – and gnarly tricks

Asset creation

Tactical social

Organic social