McVitie’s Breakfast deploys flying squirrel

Flying squirrel with jetpack

United Biscuits (UB) has launched the latest TV advert in its McVitie’s Sweeet series for the recently relaunched McVitie’s Breakfast range.

The advert features a jetpack-wearing flying squirrel, which UB says reflects the ‘oaty oomph’ received when eating McVitie’s Breakfast Oaty Breaks, one of two new products in the McVitie’s Breakfast range which now also includes McVitie’s Breakfast Fruit & Oat Bakes.

The campaign is running across high-profile programming for a five week period, kick-starting UB’s £3m media investment to launch the next generation of breakfast biscuits which also includes PR and bespoke in-store promotions.

McVitie’s Breakfast Oaty Breaks are baked with porridge oats and packed with fibre, vitamins and iron. Featuring a new ‘snappable’ format, they are available in a choice of two flavours; Golden Syrup and Raisin & Cinnamon.

For those looking for a fruit based option, McVitie’s Breakfast Fruit & Oat Bakes offer wheat-meal and oat biscuits with a fruit filling available in both apple and blueberry flavours.

Both variants are available in portion pack sizes, and new packaging has been introduced to give the brand a fresh, modern look.

Kerry Owens, Head of Healthier at United Biscuits, said: “The launch of the McVitie’s Breakfast advertising campaign marks another momentous occasion for us, as we further expand our range of healthier breakfast biscuits – adding two new products to the offering. With 55% of us eating breakfast on the fly, it’s no surprise that the healthier biscuits category is worth £467million, and breakfast biscuits have been driving the growth in this category.”