McVitie's was a sleeping giant in the UK sweet biscuit category. Despite its size and history, the brand did not enjoy fame or customer love, and was not perceived as dominant by the industry. Since retailers were looking to reduce the number of category products they stocked, McVitie's needed to assert its authority and increase consumers' love for the brand. The resulting campaign supported McVitie's masterbrand, rather than specific product brands. Its central idea celebrated the warm emotions that biscuits arouse by featuring cute animals that prompted similar feelings. The campaign increased penetration and frequency of purchase, and helped McVitie's resist distribution cuts better than competitors. The long-term profit ROMI was estimated to be at least 0.49, and as high as 1.06 for every 1 invested.