February can be a bit of a bleak time, especially with the grey weather and the pressure of Valentine’s day. And with all the festive fun and partying behind you, pitiful pennies in the bank after the January sales, an extra roll around the middle, and ages until the sun returns to the UK, it can be hard to get genuinely excited about, well, anything. That is, unless it involves chocolate. On biscuits. Dunked in tea. With cuddles. And maybe some kittens.
Last week the Parker Hobart and Wild Card teams descended upon the McVitie’s Cuddle Café, the hottest ticket in town. The café, a stone’s throw from Goodge Street and open for two days only, was part of a campaign from creative agency 3 Monkeys.
At the pop-up, patrons were encouraged to swap a cuddle for a cuppa and one of the countless classic McVitie’s biscuits. What’s more, there was the chance to win your very own McVitie’s ‘sweet friends’– one of the adorable creatures from the advertising campaign – ahead of the expansion of this mechanic to social using #Sweeet and by texting codes shown on packaging. This promotional mechanic is a smart move from McVitie’s as it extends the experiential reach of the brand’s popular and recognisable adverts, and strengthens the association of all things cute and cuddly with McVitie’s.
Speaking to Event Magazine, Sarah Heynen, marketing director at McVitie’s said, “It’s a great way of bringing the brand experience alive in a way that’s modern and keeps you in touch with the brand’s feelings. What we’re trying to do with McVitie’s is evoke the feeling that you get when you eat a McVitie’s biscuit, so we’re trying to tap into that with all consumer touchpoints.”