McVitie’s shows its human side with ‘Sweeter Together’

McVitie’s has unveiled a new masterbrand campaign, ‘Sweeter Together’.

The campaign explores the importance of real human connections and shows how the simple act of sharing a biscuit has the power to bring people together.

The £9.7m campaign launched with a 60-second, animated advert titled ‘Crane’. It tells the story of a crane operator who feels left out at break time, only to be pleasantly surprised when his colleagues send some tea and McVitie’s biscuits up to him. The ad ends with the message: “Sometimes the little things are actually the really big things.”

A second advert will air later in the year. The campaign also includes social and in-store activity.

A major promotion is running across all McVitie’s Biscuits as part of the launch. Consumers can win prizes including dream family holidays, weekend breaks and family days out. To enter, shoppers must buy any packet of McVitie’s biscuits and text ‘SWEETERTOGETHER’ to 66644 to find out if they have won.

The campaign also gives convenience retailers the chance to win £1,000. To enter, retailers should request a Win Big Together POS kit from They must then build a high-impact display that makes buying easy for shoppers and send pictures of it to pladis.

Sarah Heynen, Vice President of Marketing at pladis UK & Ireland, said: “We know that despite being more connected than ever before digitally, we’re drifting further away from those real human connections that can mean the most. That’s why we’re so excited about our new ‘Sweeter Together’ campaign; because it has a very real message about the importance of togetherness. And we truly believe McVitie’s enables these moments every day.”

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