McVitie's Bakes Its Way to Global Reach

McVitie’s, a cherished brand within the pladis Global portfolio, continues to capture hearts across over 120 countries with its delightful array of biscuits and cakes. Since 1839, McVitie’s has set the standard in the UK for biscuit excellence and has become an iconic British brand, known for favorites like Digestives and their innovative Signature range.

In 2024, Mapp worked closely with pladis to launch two key campaigns Mcvitie’s Digestives Biscuit Break and McVitie’s Signature designed to modernize McVitie’s image while driving customer engagement and retention. These campaigns demonstrate McVitie’s ability to innovate while reinforcing its core brand identity.

pladis’ personalized marketing strategies helped achieve outstanding results, expanding its consumer base by a 182% increase in total contacts. With email opt-ins nearing 100% and mobile opt-ins dominating interactions, McVitie’s campaigns reflect how bespoke marketing can drive success in mobile-first environments.

The “McVities Biscuit Break” campaign engaged audiences through gamification and rewards. The follow-up email titled “Are you one of our lucky winners” achieved an 8.45% click-through rate and a 29.13% click-to-open rate, demonstrating exceptional audience engagement. Notably, 72% of clicks indicate the success of Mapp’s mobile-optimized first approach.

The follow-up phase titled “Still Haven’t Entered” sustained interest and drove further participation, reflecting how personalized follow-ups can extend campaign impact.

Overall, the Biscuit Break campaign significantly increased McVitie’s market presence and showcased the power of effective email marketing in building consumer loyalty.

pladis faced challenges in enhancing its marketing capabilities across global markets

• Data Integration: pladis needed to consolidate data from various brands and regions into a single platform. Without this, it was difficult to gain a comprehensive understanding of consumer behavior and develop effective, targeted campaigns.
• Direct Consumer Engagement: Previously, pladis lacked a mechanism to directly engage consumers, which was vital for personalizing interactions and building consumer loyalty. Establishing a robust direct communication channel was key to enhancing engagement.
• Campaign Data Utilization: Beyond collecting first-party data, pladis needed to effectively analyze and apply this information to optimize marketing campaigns. The challenge was to turn raw data into actionable insights that could drive campaign efficiency and effectiveness. This is where Mapp came in handy.

• Driving Personalization through Unified Data: By integrating data across brands and regions into a unified platform, pladis gained a 360-degree view of consumer behavior. This empowered their marketing team to deliver highly personalized campaigns that resonate with diverse audiences and adapt to local preferences, driving deeper engagement and conversion.
• Enabling Mobile-First Engagement: With mobile interactions accounting for 71% of campaign opt-ins, Mapp enabled pladis to create mobile-first marketing strategies. By optimizing email layouts, mobile-friendly content, and interactive experiences, pladis ensured that campaigns seamlessly fit into consumers’ on-the-go lifestyles, increasing participation and brand loyalty.
• Maximizing Value from First-Party Data: Instead of raw data sitting idle, pladis transformed their first-party data into actionable insights using advanced analytics. This allowed them to fine-tune messaging, target specific segments effectively, and optimize campaign timing, resulting in a 182% growth in total contacts and higher engagement rates.
• Establishing Direct and Meaningful Consumer Connections: With personalized follow-up campaigns and tailored messaging, pladis built strong relationships with consumers. From gamified promotions like the Digestives Biscuit Break, to tailored offers for the McVitie’s Signature launch, Mapp’s strategic recommendations helped pladis maintain ongoing engagement, boosting loyalty and retention.

Looking ahead, Mapp and pladis are poised to take their collaboration to the next level, driving sustained growth and innovation. By leveraging deeper global customer insights and expanding influence across digital channels, we will empower pladis to craft hyper-personalized experiences that resonate globally. Together with top-tier agencies, we will launch exciting new flavors, amplify key product milestones, and create data-driven campaigns that engage audiences at scale. This collaboration will continue to set new benchmarks for customer-centric marketing, positioning pladis as a leader in meeting evolving consumer demands in the global marketplace.

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