We devised a new creative platform for McVitie’s as part of a masterbrand relaunch. The idea for the long-running campaign is that McVitie’s Chocolate Digestives biscuits are so overwhelmingly tasty, they're ‘too good not to share’.

 

The campaign features TV and social activity at its core, with the first TV spot telling the story of a radio station runner who takes a bite of a McVitie’s biscuit and becomes overwhelmed with the taste and the desire to share the biscuits with anyone in the near vicinity.

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Complementary social activity will nod to the fact that it’s not so easy to share biscuits with friends and family at the moment. Consumers will be able to ‘share’ packs of McVitie’s Chocolate Digestives with those they love via a Twitter campaign using redeemable voucher codes.