Brand awareness/engagement • drive purchase/consideration • data acquisition

MCVITIE’S& BAUER MEDIAA cross-media partnership was the perfect platform for building awareness of the biscuit maker’s on-pack ‘Dunk Time’ promotion

SARAH HEYNEN, MARKETING DIRECTOR FOR SWEET BISCUITS, MCVITIE’S

BAUER HAS A NUMBER OF BRANDS THAT ARE PERFECT FOR TAPPING INTO OUR KEY AUDIENCE

THE IDEATo create an appointment to make consumers stop what they were doing and have a cuppa and a biscuit, we made 11am ‘Dunk Time’ across Bauer City Network and Magic and helped establish it in the vocabulary of our consumers. This was supported by promotional activity across radio, magazines and digital.

OUR APPROACHInsight indicated that while tea drinking is on the increase – with 165 million cups consumed daily in the UK – traditional biscuit consumption is in decline. To help re-establish the tea and biscuit tradition, we wanted to create a ‘moment’ in the day. Research told us that people experience a low in the middle of the morning and afternoon, which they alleviate with a treat. We therefore decided to focus activity around the mid-morning day part, using the brands Bauer City Network, Magic, Closer and Take a Break, whose consumers all indexed higher than the national average for the consumption of tea and biscuits.

EXECUTIONIn addition to the mid-morning sponsorship, promotions were added to drive further engagement while ‘super credits’ (sponsorship trails with a commercial call to action) were included to drive a deeper engagement and encourage purchase. Listeners were also given the opportunity to go straight to the McVitie’s website to get a ‘Dunk Time‘ mug – this supported the brand’s point of sale in shops and promoted its pop-up cafes.Throughout the campaign, radio coverage was complemented by magazine and digital activity. We created a ‘Dunk Time’ Facebook widget serving up daily gossipy moments to be enjoyed while consuming a tea and biscuit. For Closer, we recruited Sue Perkins from The Great British Bake Off to write a series of articles to be consumed at ‘Dunk Time’ featuring chat, fun, what’s on TV and gossip, as well as promoting the ‘Dunk Time’ competitions. Take A Break provided similar content to Closer, but written by the editorial team, not a celebrity.

In terms of experiential activity, we ran pop-up ‘Dunk Time’ cafes across cities in the UK. The relevant stations ran live reads promoting the pop-up cafes and our Street Teams were in full support.

THE CHALLENGEThe aim of the campaign was to advertise ‘Dunk Time’, a McVitie’s on-pack promotion. We asked consumers ‘to brighten up your brew’ by enjoying a McVitie’s biscuit with their mid-morning cuppa.

The cross-media partnership that MEC Access has set up for us will give us great visibility across radio, print and online media. Bauer has a number of brands that are perfect for tapping into our key

audience. This partnership ties in really well with the experiential and above-the-line campaignsSarah Heynen, Marketing Director for Sweet Biscuits, McVitie’s

RESULTS

Partnership competition entry rate of 47%

RESULTSAwareness of ‘Dunk Time’

was extremely high at 79%

Propensity to purchase 70%

Brand attribution was a huge 87%