Pladis has launched a multimillion-pound masterbrand campaign for McVitie’s.
The push brings together TV, online video, cinema, social, OOH, shopper marketing, limited-edition packaging and nationwide consumer promotions. It represented “McVitie’s biggest moment of the year”, said Pladis. It was “designed to deliver the brand’s highest reach of 2026 and create a major sales opportunity across grocery, wholesale and convenience”.
Central to the campaign is the 60-second commercial ‘There’s only one that brings us together’. Running now across TV, online video, social and cinema, it featured “scenarios and moments sourced from social insights about how, where and when McVitie’s iconic products are enjoyed”, Pladis said.
They range from a parent tossing a pack of biscuits to their child who is about to go on a trip and a pregnant woman picking up Ginger Nuts during a yoga class, to a couple enjoying Rich Tea biscuits over a catch-up and a woman offering her teenage granddaughter a Club bar while she’s donating blood.
The media investment will appear directly on retailers’ biscuit fixtures until the end of October by way of limited-edition thematic packs and in-store activations.Three of McVitie’s best-known lines have been temporarily renamed to boost shelf standout: Milk Chocolate Digestives as Together, Original Digestives as Giggling, and Milk Chocolate Hobnobs as Buzzing. The packs also feature in OOH activity nationwide.
A match-day takeover at Hull City, McVitie’s Premier League partner, is planned as part of the push.
“As the nation’s number one biscuit brand, McVitie’s already reaches 77% of UK households,” said Benazir Barlet-Batada, marketing director for McVitie’s. “This campaign is perfectly placed to help drive loyal shoppers of the brand to the biscuit fixture during this important sales period as we head into autumn and increasingly share a biscuit over a hot drink.”
The new push aimed “to capture a modern snapshot of Britain that celebrates the everyday connections, traditions and shared experiences that unite us, while reminding shoppers of the role that McVitie’s plays in so many of the moments that bring people together”, Barlet-Batada added.
“We’re proud of the role McVitie’s has played in British life for generations, and this campaign reflects our ambition to keep the brand relevant by celebrating the people, communities and moments that continue to bring us together.”
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