CAMPAIGNS: Consumer PR - Biscuit giant gets ahead by a nose

Last autumn, Lexis was behind the successful Science of Dunking campaign for McVitie’s, which used scientific research to find an equation for the optimum time to dunk a biscuit in a hot drink. During the preparation for the campaign, which won this year’s PR Week award for best use of research, the team discovered that ten times more flavour was released from a biscuit when it was dunked, and that a ’Nose Space’ machine existed which could measure the release of food flavours.