AGENCY
Gareth Hughes, Business Director
Max Philips, Senior Business Director
Grace Wallace, Strategy Director
Bhrena Marino, Strategist
Tabitha Clark, Account Manager
Andy Jex, Chief Creative Officer
Ben Brazier, Creative Director
Johnny Ruthven, Creative Director
Jess Smith, Strategy Partner
MG OMD
Penny Howson, Account Director
Tom Cocker, Exec Director
Matthew Philip, Strategy Director
Ru Biollo, Account Manager
Ryan Cummins, Client Business Director
SUMMARY
McVitie’s makes Britain’s favourite biscuits, but cheaper copycats were eroding their perceived specialness. Previous attempts to re-establish premiumness with product launches met limited success.
Young adults in particular were abandoning the brand.
We used semiotics to uncover insights into modern indulgence. We identified a move away from formal sophistication towards playful, immersive experiences.
We created Blissfully Made, bringing the product experience to life through hypnotic animation and ASMR.
