McVitie’s celebrates 100 years of chocolate digestives with iconic campaign
In celebration of its centenary, Pladis, the global snacking company behind some of the UK’s most iconic brands, marks 100 years of the McVitie’s Chocolate Digestive with the launch of its biggest-ever multi-million-pound campaign.
With the campaign titled “100 Years of the Nation’s Greatest Invention,” which was developed by TBWA\London, the initiative includes eye-catching wholesale and in-store activations, holo gauze projections on iconic landmarks, and a takeover of Piccadilly, making it the brand’s most ambitious to date.
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The campaign positions the iconic Chocolate Digestive as the creative centrepiece of a nationwide celebration. First created in 1925, McVitie’s reinvented the wheel with the introduction of this beloved biscuit.
A century later, the classic chocolate treat remains a staple, proving that truly great inventions like McVitie’s Chocolate Digestives stand the test of time.
Humorously placing McVitie’s Chocolate Digestives alongside the world’s most groundbreaking inventions, such as the wheel, mobile phones, and sliced bread, the campaign uses wit to highlight how the everyday can be just as revolutionary.
It suggests that McVitie’s Chocolate Digestives might just be the nation’s greatest invention through times of hardship, friendship, celebration, and a good old chat with family.
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Aslı Özen Turhan, Chief Marketing Officer at Pladis UK&I, said: “Very few things in life remain loved for a century, but the Chocolate Digestive has stood the test of time.
“It has been there for tea breaks, late-night snacks, and countless moments in between, always delicious, always dependable.
This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.”
By Abimbola Mohammed
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