Actress Martine McCutcheon joins McVities campaign to ‘bring back the biscuit break’

UK actress Martine McCutcheon is set to front a campaign from pladis, which is urging Brits to ‘Bring Back the Biscuit Break’ in releasing its first masterbrand in nearly a decade for its McVities product series, writes Neill Barston.

According to the company’s latest research, the traditional office snack break has ‘crumbled’ in the wake of the Covid-19 pandemic, highlighting the potential impact of this on employee’ wellbeing (see the lead video for the initiative here).

The major marketing drive began this week in a number of formats, with Love Actually star Martine McCutcheon (below) – the movie’s original tea-break facilitator getting behind the campaign, which was supported by the brand’s latest research which showed a concerning finding that 70% of overworked employees take less than 15 minutes’ worth of breaks a day.

As part of the initiative, McVitie’s said it aims to ‘reclaim, celebrate, and own the biscuit break’ by featuring the well-know actress in a series of video-led content inspiring Brits to reinstate the ‘tea & biccy break’, which has been proven to encourage a moment of connection (82%) and boost employee productivity (66%).

In addition, a series of high-profile partnerships will firmly embed the nation’s number one biscuit brand4 into biscuit breaks across the nation. Notably, in a station first, the brand will be taking over Mid-Morning shows on Absolute and Magic. Classic daily features – Absolute Radio’s “Tea Break Trivia” and Magic’s “Tea Breakers” – will be renamed “Biscuit Break Trivia” and “Tea and Biscuit Breakers”.

The marketing move forms the first part of McVitie’s ‘True Originals’ campaign – a £7.8M cross-channel drive which heroes the bestselling McVitie’s portfolio and draws attention to the importance of this original, quintessentially-British biscuit brand in consumers’ daily routines.

“Our research has shown us that, thanks to our busy lifestyles, we’re at risk of losing the beloved biscuit break,” says Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I. “This spells bad news, because it means many millions of us will be missing out on opportunities to connect with others, recharge or enjoy a moment to ourselves.

“We’ve been part of the nation’s tea breaks for over 180 years, having baked our original biscuit way back in 1839 so, as True Original and category leader, it’s our duty to help the nation bring back this cultural staple.

“With our latest campaign, we’re getting even more Brits to take time out over a cuppa by demonstrating why the biscuit break matters. By helping to reclaim it as part of the nation’s daily routine and showing Brits that there’s no better partner for this than the category’s True Original, we’re re-igniting love for Britain’s Biggest Biscuit brand.