McVitie’s has launched a four-week tour focusing on major cities and events, sampling their new sharing snack, McVitie’s Digestives Nibbles.
As well as taking away free 120g packets of three varieties of the biscuit snack, consumers were treated to a surprise encounter with the baby seal puppet from the brand’s TV campaign.
“This tactical and effective brand experience is designed to drive trail and awareness of McVitie’s Digestives Nibbles,” said Sense Senior Account Manager Diana Petre-Mag. “We’re targeting key locations across the UK, including London, Manchester, Liverpool, Birmingham, Leeds and Sheffield.”
Where possible, the tour aligned with events that offered perfect ‘sharing moments’, such as Grand National Ladies Day, the Wedding Fair, and Liverpool Food and Drink Festival.
“Using our seal puppet to surprise and delight the public, we distributed over half a million samples during the activation,” said Sweet Biscuits Marketing Director, Kerry Owens. “Connecting directly with people in the real world is a great way to build on the success of our TV campaign by letting consumers try McVitie’s Nibbles for themselves and share them with friends and family.”