Pladis UK has unveiled plans for its biggest ever Christmas brand campaign. It’s the first time well-loved brands under the McVitie’s, Jacob’s and Carr’s master brands will come together under the campaign banner “Merry Biscuits everyone.”

At the heart of the campaign is the concept of sharing: through an integrated campaign, Pladis will bring-to-life the role its brands play in making Christmas magical.

From the Jacob’s Biscuits for Cheese selection for the Boxing Day spread, the McVitie’s Family Circle box passed round in front of the TV, or the McVitie’s Jaffa Cake Pole under the three – “Merry Biscuits everyone” highlights the products that bring family and friends together to celebrate the festive season.

With a total investment of £1.3 million to support McVitie’s, Jacob’s and Carr’s, the seasonal campaign will involve an on-pack promotion in-store experience for shoppers and seasonal point of sale across grocery, independent and convenience channels. There will be new products, as well as the return of some festive favourites.

Taking the campaign beyond pack and product, there will be an exclusive promotion with consumers given the chance to win a luxurious trip to Lapland or one of thousands of family days by unlocking the ‘Merry Biscuits grotto’.

Hena Chandarana, UK Trade Communications Controller at pladis, said: “We’ve injected some real Christmas magic into our creative approach – from new packaging designs and an amazing on-pack promotion through to stand-out in-store activity.”