Brand partnership encourages a cosy solution
GLOBAL snacking firm pladis has teamed up with PG Tips tea to encourage shoppers to take a chance to relax with a tea break in a new limited edition partnership.
The two brands have come together under the tagline ‘Cosy Season Isn’t Over Yet’ and will see pladis’ McVitie’s plain biscuit brands – consisting of Digestives, Hobnobs, and Rich Tea – highlighting the trio of its brands that are most consumed during tea breaks in a bid to drive further consumption.
According to Worldpanel by Numerator research, the three plain biscuits are consumed around 41.9% of the time during a tea break whilst their chocolate counterparts are at 39.8%. Even with this, pladis is still encouraging consumers to pick up Chocolate Digestives or Chocolate Hobnobs for the tea break if shoppers need an extra sweet pick-me-up.
The McVitie’s x PG Tips partnership is live across grocery and wholesale channels now and will conclude in mid-April.
Bethan Ashman, brand manager at pladis UK&I, said: “Brits love their tea and biscuits, and 65% pair Sweet Biscuits with a cup of tea. When it comes to the consumer favourite however, 87% of McVitie’s sweet biscuits are consumed with a hot drink, so we are thrilled to partner with another iconic British brand, PG Tips, to launch this campaign.
“This is a FMCG match made in heaven, particularly during the winter months when tea and biscuits play a crucial role to warm and comfort consumers on colder days. We are delivering a best-in-class shopper campaign supported by off-shelf feature to land the cross-category occasion, and we will support with upweighted promotions on our McVitie’s key SKUs.
“We want to further drive consumption and remind our consumers of the ideal pairing of tea and biscuits at the time of year when we know tea and biscuit consumption peaks.”
