McVitie’s has launched a multi-million-pound marketing campaign that will run until the end of October.
The activity spans TV, online video, cinema, social media, out-of-home advertising, shopper marketing, limited-edition packaging and consumer promotions.
Built around the platform ‘There’s only one that brings us together’, the campaign highlights the role of McVitie’s products in everyday occasions across the UK. A new 60-second advert is running across TV, online video, social media and cinema.
The campaign is being supported on shelves through limited-edition packs across three core lines. McVitie’s Milk Chocolate Digestives will become ‘Together’, Original Digestives will become ‘Giggling’ and Milk Chocolate Hobnobs will become ‘Buzzing’.
The packs will also feature in a nationwide out-of-home advertising campaign.
In-store activity and shopper marketing will support the campaign, giving retailers opportunities to build visibility around key lines. The activity is intended to increase penetration and grow category sales.
McVitie’s is also planning a match-day takeover at Premier League partner Hull City.
