McVitie’s cake portfolio needed a new, unifying identity. One that would signal the McVitie’s masterbrand and foreground their influential biscuit sub-brands where necessary, while telling their own distinctive story. Recognising that if biscuits are for every day, cakes are for celebrations, a new positioning was born: ‘Celebrate every day’. A visual metaphor was needed to express this, so the McVitie’s masterbrand cartouche was transformed into a gift tag with each pack’s backdrop repeating graphic elements relating to the product (e.g. wheat or oats). The complete effect is of beautifully gift-wrapped packages fit for any special occasion. The redesign has been a great success across the whole cake portfolio. Value sales of the Penguin cake bar have climbed 66% since relaunch and it is now the fastest growing cake bar in the sector. The number of households purchasing is up by over 40% and repeat purchase is 30% higher.