FWD partner: Celebrating McVitie’s Chocolate Digestives
pladis is commemorating a century of the iconic biscuit in showstopping style across supermarkets, convenience stores and wholesale with a huge campaign
The global snacking company behind some of the UK’s most-loved and iconic brands is celebrating 100 years of McVitie’s Chocolate Digestives with an unmissable campaign.
pladis is launching one of its biggest multi-million-pound campaigns for the brand to date, from eye-catching wholesale and in-store activations, dazzling hologauze projections on iconic landmarks and Piccadilly Lights Digital Out of Home to an immersive McVitie’s Chocolate Digestives Experience.
GENIUS
The McVitie’s Chocolate Digestive was invented in 1925 in Harlesden in north-west London – where it is still manufactured today – and the campaign idea is that while the world has witnessed many more inventions, none have come close to the genius that is the chocolate digestive.
An immersive concept store – The McVitie’s Chocolate Digestives Experience – launched alongside the campaign. The pop-up store opened for a limited time from 2 to 5 May and gave fans the chance to celebrate with one-of-a-kind biscuit-based artwork and exclusive merchandise. At the heart of the experience was the Biscuit Bar, where visitors could sample an exclusive range of innovative McVitie’s Chocolate Digestives treats, specially curated by McVitie’s Head Development Chef Robert Craggs.
“Very few things in life stay loved for a century, but the chocolate digestive has stood the test of time,” says Aslı Özen Turhan, Chief Marketing Officer, pladis UK&I. “This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.”
McVitie’s is including the nation in the celebrations with an on-pack competition where £100 is up for grabs every 100 minutes. Shoppers purchase a pack from the McVitie’s Chocolate Digestives range and scan the on-pack QR code for the chance to win a prize. The promotion is live until 22 June 2025.
VISIBLE
McVitie’s Chocolate Digestives will also be visible in stores right across the UK. Shoppers will be disrupted during their path to purchase by front-ofstore displays, sampling trucks, store media, and in-aisle and other touchpoint POS. The centenary is highlighted in the convenience sector with POS, FSDUs and shelf-wobblers to catch shoppers’ attention.
Meanwhile, there is B2B activation across McVitie’s Chocolate Digestives PMPs in wholesale where retailers can also win cash every 100 minutes by texting WIN to 66222. There are also attention-grabbing depot displays and experiential tours.
pladis is proud to make the 100-year anniversary unmissable across the UK. “Because,” concludes Aslı, “when something has been adored for this long, it’s more than just a biscuit; it’s part of our culture, our history and, let’s be honest, it’s our best tea-time companion.”
biscuits FWD members McVitie's Pladis