Biscuit Break x McVitie’s – From guilty breakers to great moments.
Idea:
Launch the McVitie’s Moments campaign to encourage Brits to embrace more meaningful everyday connection by reframing the humble biscuit break as an opportunity to pause, reconnect and enjoy moments together without guilt.
The campaign was built around the insight that modern “always on” lifestyles are causing people to deprioritise breaks, with many Brits feeling guilty for taking time out of their day and missing valuable moments of connection with others.
Execution:
The campaign combined a press release with research findings, a broadcast media day with psychologist and The Traitors star Dr Ellie Buckley, a social content partnership with SheerLuxe and bespoke media mailers to drive awareness and amplify the campaign launch across earned, broadcast and social media.
Sheerluxe social-first content integrated the campaign messaging into a relatable working environment, highlighting the importance of taking moments of pause and connection during busy days.
The content also brough the ‘guilt breakers’ insight to life by showing how everyday demands and the pressure to always be “on” can prevent people from taking time out, while positioning a biscuit break as a simple way to reconnect.
We also coordinated a broadcast media day with Dr Ellie Buckley on the campaign launch day, offering interviews across TV and radio platforms to bring the campaign research and key insights to life.
Dr Ellie shared expert commentary on the nation of “guilt breakers”, exploring how busy routines, constant demands and the pressure to always be productive can prevent people from taking time out and connecting with others.
The final part the campaign saw us creating bespoke media mailers to send to media and influencers.
The boxes included a packet of 30% less sugar Digestives, a ‘One For You,One For Me’ special two-pack snack pack and two mugs
The gifts landed with media to coincide with our campaign going live, to ensure all media touch points were being targeted.
Results:
The campaign delivered 261 pieces of coverage, including standout features across The Mirror, The Daily Star, The I, JOE and SheerLuxe’s TikTok, podcast and Newsletter.
Coverage generated more than 90.1+ million reach and with Dr Ellie’s advice, we secured 10 broadcast interviews, including 9 radio and 1 podcast with an estimated reach of 1.49m. While the media gifted landed 2 social media posts from Dani Harmer and Kirsty Oscroft.
https://vimeo.com/manage/videos/1190033264?ts=3553