McVities
Building a Nation-Wide Biscuit Brand on Meta — 16.7 Million Impressions at a Fraction of Market Cost
PROBLEM
When EuribiaTech took over Pladis Bulgaria's paid social for McVitie's, the brand had no structured Meta advertising presence. There were no running awareness campaigns, no engagement strategy, and no giveaway or community-building mechanics in place. For a heritage biscuit brand with strong recognition in the UK and internationally, the Bulgarian digital presence was underdeveloped — with enormous reach potential going untapped.
SOLUTION
We built a full Meta advertising ecosystem for McVitie's Bulgaria from the ground up — running four distinct campaign types in parallel: brand awareness campaigns targeting maximum reach across Bulgaria, engagement campaigns to drive interaction on key posts, giveaway campaigns to build community and follower loyalty, and page growth campaigns to build a qualified local audience. The flagship McVitie's Awareness campaign (February 2026) delivered 5.95 million impressions at a CPM of €0.21 — a fraction of market rates. Across all campaigns combined, McVitie's has now reached over 3.79 million unique people on Meta.
35%
INCREASE IN WEBSITE TRAFFIC
25%
BOOST IN SOCIAL MEDIA FOLLOWERS
15%
UPLIFT IN PRODUCT SALES
What We Did
Brand Awareness Campaigns
We ran dedicated awareness campaigns designed to push McVitie's in front of the largest possible Bulgarian audience at minimal cost. The McVitie's | Awareness | 02.2026 campaign delivered 5.95 million impressions and reached 1.06 million unique people at a CPM of €0.21 — significantly below the €5–12 industry benchmark. Across all awareness activity, McVitie's now has over 16.7 million total impressions on record.
WHAT WE DID IN DETAIL
Engagement & Post Boosting
We boosted top-performing organic content to extend reach and drive interaction. Post promotions drove consistent click-through and profile visit activity, building an engaged Bulgarian audience familiar with the McVitie's brand voice and product range.
WHAT WE DID IN DETAIL
Giveaway Campaigns
We launched multiple McVitie's giveaway campaigns — including a Coffee Machine Giveaway — to create community excitement, drive profile visits, and reward existing followers. These campaigns drove high engagement at controlled spend levels, amplifying organic brand word-of-mouth.
Page Growth
Dedicated page like campaigns were run to grow the McVitie's Bulgaria Facebook and Instagram following with a qualified local audience — creating a retargetable base for future campaigns.
