pladis is celebrating 100 years of McVitie’s Chocolate Digestives with one of its biggest multi-million pound campaigns for the brand to date. From eye-catching wholesale and instore activations, dazzling hologauze projections on iconic landmarks and Piccadilly Lights Digital Out of Home, to an immersive McVitie’s Chocolate Digestives Experience.
The campaign humorously places McVitie’s Chocolate Digestives alongside the world’s most ground-breaking innovations such as the wheel, mobile phones, and sliced bread.
An immersive concept store – The McVitie’s Chocolate Digestives Experience – launches alongside the campaign. The pop-up store, open for a limited time from May 2-5, will give fans the chance to celebrate with one-of-a-kind biscuit based artwork and exclusive merchandise. At the heart of the experience is the Biscuit Bar, where visitors can sample an exclusive range of innovative McVitie’s Chocolate Digestives treats, specially curated by McVitie’s Head Development Chef, Robert Craggs.
“Very few things in life stay loved for a century, but the Chocolate Digestive has stood the test of time,” says Aslı Özen Turhan, Chief Marketing Officer, pladis UK&I. “It has been there for tea breaks, late-night snacks, and countless moments in between, always delicious, always dependable. This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.”
McVitie’s are including the nation in the celebrations with an on-pack competition, where £100 is up for grabs every 100 minutes. Shoppers simply purchase a pack from the McVitie’s Chocolate Digestives range and scan the on-pack QR code, for the chance to win a piece of the prize. The on-pack promotion is live now until 22June 2025.
There is B2B activation across McVitie’s Chocolate Digestives price marked packs in wholesale, where retailers can also win cash every 100 minutes by texting WIN to 66222. There are also attention-grabbing depot displays and experiential tours.
pladis is proud to make the 100 year anniversary of McVitie’s Chocolate Digestives unmissable across the UK. “Because,” concludes Aslı Özen Turhan, “when something has been adored for this long, it’s more than just a biscuit; it’s part of our culture, our history and, let’s be honest, it’s our best tea-time companion.”
