Biscuit brand McVitie’s is celebrating 100 years of its flagship Chocolate Digestives with a new integrated campaign launching this week.
Crafted by creative agency TBWA/London, the work will be amplified by hologauze projections, a digital out-of-home activation at the Piccadilly Lights and a live biscuit projection at London’s County Hall.
Named ‘100 Years of the Nation’s Greatest Invention’, the brand’s campaign will be backed by a hefty £8.75 million spend, celebrating the Chocolate Digestive’s relationship with British society since its introduction in 1925.
“Very few things in life stay loved for a century, but the chocolate digestive has stood the test of time. It’s been there for tea breaks, late-night snacks, and countless moments in between,” said Aslı Özen Turhan, UK and Ireland CMO of McVitie’s’ parent firm Pladis.
“This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special. Because 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, our best tea-time companion.”
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With media planning and buying handled by MG OMD, and out-of-home support delivered by specialist agency Talon, the work will humorously compare the humble chocolate biscuit to some of the world’s most important inventions, such as the wheel, the telephone and sliced bread.
TBWA/London ECD, Paul Jordan added: “When a product is as simple and beautifully designed as the chocolate digestive, it’s easy to take it for granted. So, the humble biscuit is well overdue a little respect. And that’s exactly what we have given it.
“Sitting proudly atop a plinth, haloed in magical light with headlines that compare the nation’s favourite biscuit to some of mankind’s greatest inventions – and the joke is – that we’re not joking. McVitie’s Chocolate Digestives are perfection.”
Further executions will run across social media and radio, supported by an immersive concept store, The McVitie’s Chocolate Digestives Experience, in place from 2 to 5 May.
