pladis launches multi-million ad campaign for McVitie’s brand

UK-headquartered snacking brand pladis has just launched a key £3 million campaign, ‘Too Good Not to Share’, for its bestselling McVitie’s biscuit brand.

It centres on two new TV ads and a ‘Digigestives’ digital gifting activation, which will debut a refreshed look for the renowned product series, which is worth £457 million and purchased by 84% of UK households.

Featuring bold new typography, the new chocolate digestive pack 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, while 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 McVitie’s range.

The brand’s ‘Too Good Not to Share’ campaign will introduce UK shoppers to the new-look packs and focus on the power of sharing and connection – plus, the vital role biscuits can play in bringing people together – even when they feel worlds apart. It 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,” explains 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.”

“We’re really proud of the fact that our biscuits continue to give people across the UK an opportunity to connect with one another, particularly during this very difficult year. With 18 decades of experience under our belt, we like to think we know what makes a good biscuit – and we’re excited to be bringing our range of bestselling biscuits to a new generation of Brits with our latest campaign.”

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