Global snacks giant pladis is reviving the iconic McVitie’s BN theme tune in a new cross-channel campaign, in a bid to propel the popularity of the nostalgic biscuit.
The return of the beloved biscuit brand’s nostalgic theme tune supports the wider McVitie’s BN partnership with Spread A Smile – a charity bringing joy and laughter to seriously ill children in UK medical facilities and homes. Driven by shared values of spreading happiness, the partnership will be further leveraged via PR, social and in-store initiatives – including in-store radio, along with an ‘Every Pack Gives Back’ promotion which sees the brand donate £15,000 to Spread A Smile.
Live from this week, McVitie’s BN has hit the nation’s airwaves over a 4 week period with a series of adverts across leading UK radio stations – including Capital, Heart, Radio X, Smooth, Absolute Radio Network, Hits Radio, Kiss Network, and Magic Network. Featuring a fresh take on the brand’s unforgettable jingle, the campaign will catapult awareness for the McVitie’s BN brand, and ‘Spread A Smile’ partnership, driving strong appeal among family shoppers.
‘Working with Spread A Smile, we’re proud to be bringing that characteristic McVitie’s BN smile to even more faces nationwide,” said Aslı Özen Turhan – Chief Marketing Officer at pladis UK&I. “And this latest phase in our partnership is no exception.
“By bringing back our signature theme tune, we’re tapping into Brits’ deep-rooted, nostalgic love for the brand. With the catchy jingle back on air, we’re confident we’ll have shoppers singing along down the supermarket aisles, ultimately reminding them to pause for a little moment of joy with our long-loved McVitie’s BN brand.”
Since McVitie’s reintroduced the BN brand to shelves, it’s proven more popular than ever – having contributed over £4.3M worth of sales to the category in 2023 alone (+11.2 per cent YOY).
“McVitie’s BN has been one of our biggest success stories in recent years – so there’s no time like the present for retailers to stock up,” continues Aslı Özen Turhan. “In fact, this latest campaign will bring awareness for the brand to new heights – all at a time when retailers will be looking to update their snacking fixtures, ready for the back-to-school sales surge.
“Perfectly placed for this, our McVitie’s BN range is the ideal choice for shoppers looking for convenient and playful options for lunchtime treats and after-school indulgences.”
The McVitie’s BN range – comprising classic, BN Towers, Mini snack packs, BN Happy Faces and McVitie’s BN Mini Rolls (RRPs: £1) – is available nationwide across convenience and wholesale.