Pladis unveils £3 million masterbrand campaign for McVitie’s


Snacking major pladis has launched a new masterbrand campaign for McVitie’s.

The £3 million campaign, ‘Too Good Not to Share’, features two brand-new TV creatives and a ‘Digigestives’ digital gifting activation.

The brand will also get a refreshed look, featuring bold new typography and depicting the silky-smooth milk chocolate which coats every biscuit.

The new pack of McVitie’s Chocolate Digestives includes a nod to its place as ‘the nation’s favourite’ biscuit. The updated packaging will roll out in store from the end of January next year.

McVitie’s products including McVitie’s Digestives, McVitie’s Ginger Nuts and McVitie’s Fruit Shortcake will also benefit from a refreshed pack design to further align the brand identity across the range.

The campaign will roll out across TV, VOD and social media in a bid to drive incremental sales amongst younger consumers.

“Shoppers tell us that our biscuits are so inexplicably tasty, they can’t help but share them – even at the most inopportune moments,” said Emma Stowers, Brand Director for McVitie’s at pladis UK&I. “It’s this insight that inspired our masterbrand campaign and is brought to life with our two new TV creatives.”

The first of the new TV adverts, which went on air during yesterday’s (19 November) episode of ITV’s I’m a Celebrity Get Me Out of Here, shows grime artist TrueMendous participating in a live lounge-style gig, before she’s interrupted by a junior assistant who can’t help but share his McVitie’s Chocolate Digestives.

The second ad, due to air early next year, builds on the ‘Too Good Not to Share’ theme and features a gamer immersed in an online multiplayer battle, who connects with his younger sister over a packet of McVitie’s Chocolate Digestives.

The ‘Digigestives’ activation will launch on Twitter from 26 November, with a giveaway of 20,000 packs of McVitie’s Chocolate Digestives. Users will be encouraged to nominate a friend or relative who will be gifted a pack for every follow and retweet of the #TooGoodNottoShare posts.