United Biscuit’s cake and biscuit brand McVities has launched a ‘Bring Out The Cake’ campaign, designed to get Facebook fans sharing coupons to promote the brand’s cake range. The firm is working with Coupons.com to manage the digital coupon element of its national campaign created by independent marketing agency, RPM. The campaign has generated 26,903 likes and 4,970 conversations since its launch.
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Brand: McVities | Media: Facebook, Social Media | Country: UK |Sector: FMCG | Agency: RPM |
The McVities campaign is designed to ‘lift the mood of the nation’ with an experiential campaign comprising a range of elements from events and videos to engaging with consumers on Facebook to drive sales and product trial for the brand’s cake range.
As part of the national campaign, McVities has redesigned the packaging for 3 million of the cake products involved: Jamaican Ginger Cake, Jaffa Cake bars and Hobnob Flapjacks.
The packaging incorporates the campaign slogan ‘Bring Out The Cake’ as well as QR codes and a URL to the McVities’ campaign Facebook page through which users who like the brand can then share a secure digital, printable coupon with up to 250 of their friends as a ‘Random Act of Kindness’.
Dominica Rennard, Group Product Manager at McVitie’s Cake Company, commented: “McVities has been baking for the nation for over 180 years and to celebrate the major events we are seeing in Britain this year we launched the ‘Bring Out The Cake’ campaign. The idea was to get people sharing coupons with each other as well as sharing their other ‘Random Acts of Kindness’ on Facebook.” He added, “Because the campaign has such a strong social ‘word-of-mouth’ element to it, we have seen a phenomenal response to date and anticipate that this will continue to grow for the duration of the campaign.”
Social media campaigns can offer brands both scale and potential influence - a powerful combination when effectively harnessed. Online printable coupons, when properly executed, are one of the promotional mechanics that can leverage both these attributes to full effect, whilst ensuring that brands do not become victims of their own success by giving them control of coupon distribution through print limits.
Oliver Felstead, UK Managing Director at Coupons.com Limited comments, “Securely executed printable-coupons promotions offer considerable appeal for brands with speed of response, near instant consumer feedback and the sheer scale of Facebook and potential for social sharing.”
Felstead concludes, “We are very happy to be working with RPM on behalf of McVities to ensure this campaign is secure, controlled and highly successful.”
Watch the YouTube ad here:
