New McVitie’s campaign is too good not to share

Grime artist Truemendous

Snacking giant pladis has just launched a major new £3m masterbrand campaign, ‘Too Good Not to Share’, for its bestselling McVitie’s brand.

The campaign, which features two brand-new TV ads and a ‘Digigestives’ digital gifting activation, will debut a refreshed look for the brand.

Updated packaging will roll out from the end of January with the new McVitie’s Chocolate Digestives pack including a nod to its place as ‘the nation’s favourite ’ biscuit.

Other McVitie’s products including Digestives, Ginger Nuts and Fruit Shortcake will also benefit from a refreshed pack design to further align the brand identity across the range.

The brand’s ‘Too Good Not to Share’ campaign will introduce UK shoppers to the new-look packs and focus on the power of sharing and connection – plus, the vital role biscuits can play in bringing people together – even when they feel worlds apart. It will roll out across TV, video-on-demand and social media in a bid to drive incremental sales amongst younger consumers.

“Shoppers tell us that our biscuits are so inexplicably tasty, they can’t help but share them – even at the most inopportune moments,” explained Emma Stowers, Brand Director for McVitie’s at pladis UK&I. “It’s this insight that inspired our masterbrand campaign and is brought to life with our two new TV creatives.

“We’re really proud of the fact that our biscuits continue to give people across the UK an opportunity to connect with one another, particularly during this very difficult year. We’re excited to be bringing our range of bestselling biscuits to a new generation of Brits with our latest campaign.”

The first of McVitie’s new TV ads – on screens now – shows grime artist TrueMendous participating in a live lounge-style gig, before she’s interrupted by a junior assistant who can’t help but share his Chocolate Digestives.

The second ad, due to air early next year, builds on the ‘Too Good Not to Share’ theme and features a gamer immersed in an online multiplayer battle, who connects with his younger sister over a packet of Chocolate Digestives.

It will run for one month across TV, video-on-demand and social media platforms helping the brand reach younger shoppers aged 18-44 years old.

‘Too Good Not to Share’ will also include a digital ‘Digigestives’ campaign, which will launch on Twitter from 26 November, and reinforce the campaign’s theme of sharing and connectivity with a giveaway of 20,000 packs of McVitie’s Chocolate Digestives. Users will be encouraged to nominate a friend or relative who will be gifted a pack for every follow and retweet of the #TooGoodNottoShare posts.

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