McVitie's Digestives has returned to the small screen in a new £5m TV campaign to promote the "wholesome qualities" of the wholemeal biscuit.

Produced by the team behind Creature Comforts, the ads feature animated ingredients and the strapline 'McVitie's Digestives. Wholemeal at their heart'.

The 12-week campaign will be broken into three bursts with each focusing on a different variety of the biscuit, starting with the Original and followed by Yog Fruit and then Chocolate Digestive. In the past year, United Biscuits sales growth fell below inflation, up just 1.2% to £94.1m [Nielsen 52

w/e 6 October, 2007].