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McVitie's sat fat flash

02 March, 2010
Page 56 

McVitie's is returning to TV screens nationwide to drive consumer awareness of the further 50% reduction in saturated fat that came into effect across the McVitie's Digestives, HobNobs and Rich Tea standard biscuits in December. The six-week £1.3m campaign runs across a mixture of terrestrial and Sky channels. Sarah Heynen, marketing director, sweet biscuits at UBUK, says: "McVitie's is the nation's favourite biscuit brand, worth more than £231m, and is expected to become even more popular now the saturated fat has been reduced by a further 50% across the McVitie's portfolio without compromising on taste. A big flash on-pack communicates the reduction."