Pladis is reviving the iconic McVitie’s BN theme tune in a new cross-channel campaign for the nostalgic biscuit.
The return of the biscuit brand’s theme tune supports the wider McVitie’s BN partnership with Spread A Smile – a charity bringing joy to seriously ill children in UK medical facilities and homes. The partnership will be further leveraged via PR, social and in-store initiatives – including in-store radio, along with an ‘Every Pack Gives Back’ promotion which sees the brand donate £15,000 to Spread A Smile.
McVitie’s BN campaign will run for a 4 week period with a series of adverts across leading UK radio stations – including Capital, Heart, Radio X, Smooth, Absolute Radio Network, Hits Radio, Kiss Network, and Magic Network. Featuring a fresh take on the brand’s jingle, the campaign aims to build awareness for the McVitie’s BN brand and the ‘Spread A Smile’ partnership.
“Working with Spread A Smile, we’re proud to be bringing that characteristic McVitie’s BN smile to even more faces nationwide,” said Aslı Özen Turhan – Chief Marketing Officer at pladis UK&I. “And this latest phase in our partnership is no exception.
“By bringing back our signature theme tune, we’re tapping into Brits’ deep-rooted, nostalgic love for the brand. With the catchy jingle back on air, we’re confident we’ll have shoppers singing along down the supermarket aisles, ultimately reminding them to pause for a little moment of joy with our long-loved McVitie’s BN brand.”
