McVitie’s launches ‘Sweeter Together’ campaign on Facebook

Mar 13, 2018 | CPG, Facebook marketing, FMCG digital marketing food and beverages, Online advertising, Online video, Social media, Viral and buyrals

McVitie’s has launched a £9.7m Masterbrand campaign ‘Sweeter Together’ in the UK, running across Facebook and terrestrial TV.

The campaign the importance of real human connections and shows how the simple act of sharing a biscuit has the power to bring people together.

The Sweeter Together campaign launched with an advert on national television which brings to light the significant role the humble biscuit plays in everyday lives and highlights that ‘sometimes the little things are actually the really big things’.

The 60-second, animated advert titled ‘Crane’, shows a tower crane operator going about his work dozens of metres above the ground. Below him, he can see his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves but is not seen.

As the day wears on, the operator becomes gloomy, craving some company – even if it’s only from passing birds. When he is convinced that everyone’s forgotten about him he gets a surprise – the steel beam he has lifted has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts.

The advert ends with the poignant message that: “Sometimes the little things are actually the really big things”.

Sarah Heynen, Vice President of Marketing at pladis UK & Ireland, the global snacking company behind McVitie’s, said: “We know that despite being more connected than ever before digitally, we’re drifting further away from those real human connections that can mean the most. That’s why we’re so excited about our new ‘Sweeter Together’ campaign; because it has a very real message about the importance of togetherness. And we truly believe McVitie’s enables these moments every day.”

A second advert, ‘Brows’, will air later this year as part of the Sweeter Together campaign, telling the tale of a woman feeling nervous during her first day in a new job. Her sense of isolation disappears, however, when a new colleague breaks the ice with a joke and a packet of McVitie’s Jaffa Cakes is shared around.

The Sweeter Together adverts were created by Grey London in partnership with multi award-winning directors Smith & Foulkes through Nexus, the duo behind dozens of campaigns, including the BBC’s ‘Sprout Boy’ Christmas work, Honda Grrr and the Oscar nominated short ‘This Way Up’. The voiceover for the films is 2018’s Academy Award-nominated actress Sally Hawkins.

Nick Rowland, Creative Director at Grey London, said: “The humble biscuit isn’t going to change the world, but offering someone one creates a shared moment that can bring people closer. This is something that matters more to us now than ever and is why these stories of togetherness feel universal to us.”

The music was developed by Peter Raeburn, of SoundTree, who composed the orchestral pieces that followed the emotional journey of the protagonists in these stories. The British composer and songwriter is well known for his work with director Jonathan Glazer’s films Sexy Beast, Birth and the BAFTA nominated Under the Skin. He is also well known for his composure for the 2014 Commonwealth Games, among other work in the commercial and film industry.

Along with television, the Sweeter Together campaign runs on social and in-store. Media is through Wavemaker and Live & Breathe is working on the retail element.

The first advert will air on Friday 9th March at 7.50am on ITV, during Good Morning Britain and will continue throughout the year.

Watch the new advert here

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