A major campaign themed on uniting for social occasions has been launched by the pladis flagship brand, McVitie’s, targeting growth across its full retail sales channels, writes Neill Barston.

The company has enjoyed notable success in recent years for its advertising activity surrounding its core biscuit series, which remained a staple favourite of its portfolio.

For its latest activity, which is aimed squarely at encouraging shopper growth in supermarkets, brings together TV, online video, cinema, social, out-of-home, shopper marketing, limited-edition packaging and nationwide consumer promotions.

Moreover, the company has invested in distinctive makeovers for three of its core series –  McVitie’s Milk Chocolate Digestives becomes ‘Together’, Original Digestives becomes ‘Giggling’ and Milk Chocolate Hobnobs becomes ‘Buzzing’. The distinctive packs have been created to translate the campaign into immediate shelf standout. 

As the company explained, a central element of the new marketing drive is a new platform, titled There’s only one that brings us together’, celebrating McVitie’s role in the shared moments and everyday rituals that define British life.

This is centred on a fresh 60-second hero film brings that idea to life by showing McVitie’s biscuits as the social glue helping to bind the nation together.

It features scenarios and moments sourced from social insights about how, where and when McVitie’s iconic products are enjoyed, from a parent tossing a packet of biscuits to their child who is about to go on a trip, a pregnant woman picking up some Ginger Nuts during a yoga class, to a couple enjoying Rich Tea biscuits over a catch up, and a grandmother offering her teenage granddaughter a Club bar while she’s donating blood. The film will run across TV, Online Video, Social and Cinema.  Notably, a match-day takeover at McVitie’s Premier League partner Hull City is also planned.

Benazir Barlet-Batada, Marketing Director for McVitie’s, believed the campaign would have a significant impact this month.

“As the nation’s number one biscuit brand, McVitie’s already reaches 77% of UK households, with penetration up +1.2% and value sales growing +2% year-on-year , so this campaign is perfectly placed to help drive loyal shoppers of the brand to the biscuit fixture during this important sales period as we head into autumn and increasingly share a biscuit over a hot drink.

“We wanted to capture a modern snapshot of Britain that celebrates the everyday connections, traditions and shared experiences that unite us, whilst reminding shoppers of the role that McVitie’s plays in so many of the moments that bring people together, ” adding that the initiative aimed to keep the company relevant through celebrating communities and bringing people together.