Golden Buzzer Moments
McVitie's | Britain's Got Talent
pladis UK
ANNOUNCEMENT: THIS CAMPAIGN WON 2 AWARDS AT THE IPM AWARDS 2023 IN 2 CATEGORIES, BEST SHOPPER ACTIVATION AND FOOD PROMOTION
What made it a winning campaign?
It leveraged a perfect partnership of two of Britain’s most loved brands, McVitie’s and Britain’s Got Talent, combining all the fun and positivity of the show into an almighty in-store promotional extravaganza that blew all targets off the scale.
The promotional journey that we built for McVitie’s aimed to bring the excitement of the show’s ‘Golden Buzzer’ to their consumer in an enticing way.
Aligning product, partnership and show, this campaign offered money-can’t buy prizes via golden buzzer moments.
It was shouted from the rooftops, with TV spots dramatising the golden buzzer moment and Simon Cowell’s voiceover asking people to go in-store to win. In-store POS was unmissable, with 700 touchpoints across stores and included huge front-of-store displays and digital on-screen adverts. Promotional packs of 34 SKU’s filled the shelves of every supermarket and convenience stores across the nation. And Twitter views exceeded target, with Twist & Pulse promoting the campaign.
The promotion was a huge success, achieving the highest ever competition entry for McVitie’s.
