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Brand challenge

Support the launch of the Digestives Nibbles range in the “everyday treat” sector (that’s currently booming, but with increased competition) driving trial and awareness, whilst getting confidence back into the trade.

Real World Thinking

These packs are perfect for sharing therefore we drove relevance with ‘girls’ night in’ snacking occasions, distributing packs with surprise and delight in relevant locations to drive advocacy amongst peer groups.

The Execution

We toured the UK for 4 weeks handing out over 500,000 packs of Nibbles at key sharing moments, including Ladies Day at Aintree, at shopping centres and cinemas - but with a little surprise up our sleeves, or should we say in our packets? We created cute, cuddly seal puppets, from the McVities advert, and hid them within an oversized McVitie’s Nibbles pack, perfect to pop out and make the world a sweeter place better whilst driving impact and resonance.

Results
504,000+ packs sampled
75% product recall
800k+ pouches were purchased post activity
mcvities digestive nibbles seal puppet sense sampling
mcvities digestive nibbles seal puppet sense sampling
mcvities digestive nibbles seal puppet sense sampling
mcvities digestive nibbles seal puppet sense sampling
mcvities digestive nibbles seal puppet sense sampling

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