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Flying squirrel helps to launch McVitie’s latest ad in its iconic Sweeet marketing campaign


With the help of the brand new jet-powered character, the 30 second advertisement from McVitie’s Breakfast that premiered last week and will run across high-profile programming for a five week period. The advertisement, created by Grey London, is kick-starting the media investment from McVitie’s, the nation’s favourite biscuit brand, to launch the next generation of breakfast biscuits.

The much loved McVitie’s Sweeet family has expanded with the adorable addition of a flying squirrel –fully equipped with a jet pack. The fluffy flier has been cast to reflect the oaty oomph received when eating the McVitie’s Breakfast Oaty Breaks.

The advertisement opens with a tired-looking office worker on her morning commute –something many can relate to –when her partner opens a pack of McVitie’s Breakfast Oaty Breaks. Suddenly, the cute flying squirrel appears out of the pack. Flying through the air to the tune of classic 80’s TV show Airwolf, and powered by a jet pack, the flying squirrel lands safely in the hands of the tired worker, delivering the oaty oomph needed to get her morning going. The ad concludes with the end line; “The Oaty Oomph of McVitie’s”.

McVitie’s Breakfast will launch the tasty range with a £3 million media spend including TV advertising by Grey London, social media plan with MEC, as well as a PR activity from 3 Monkeys Communications.

In addition, new packaging has been introduced to keep the brand fresh and modern; the colourful new packaging will help differentiate the McVitie’s Breakfast range from the rest of the market. The range comprises of McVitie’s Breakfast Oaty Breaks, McVitie’s Breakfast Biscuits and McVitie’s Fruit & Oat Bakes.

Head of Healthier at United Biscuits, Kerry Owens said:“The launch of McVitie’s Breakfast advertising campaign marks another momentous occasion for us, with further expansion into the healthier breakfast biscuit market. With 55% of us eating breakfast on the fly, it’s no surprise that the healthier biscuits category is worth £467million, and breakfast biscuits have been driving the growth in this category.

“We recognise that modern lives are starved for time, but hungry for tasty on-the-go breakfasts, so we’re delighted to introduce the latest additions to our McVitie’s Sweeet family, and hope that it brings an oaty oomph to breakfast-loving folk across the UK.”


Creative Credits:
Project name: McVitie’s Breakfast Biscuit
Client: Kerry Owens, Acting Marketing Director, Sweet Biscuits
Creative Director: Hollie Newton / Tom Chancellor
Copywriter: Ben Buswell
Art director: Andrew Singleton
Account team: Nicola Wardell (Managing Partner), Cristyn Bevan (Operations Director) & Kate Ilott (Account Director)
Agency producer: Thea Evely
Planner: Daniel Sherrard
Media agency: MEC
Media planner: Katherine French / Jessica Batiste
Production company: Stink
Director: Owen Trevor
Editor: Guy Savin at Marshall Street Editors
Producer: Jay Lovelock
DOP: Marcus Domleo
Post-production: MPC
Music: Airwolf theme
Audio post-production: Aaron Reynolds at Wave studios