Pladis is celebrating 100 years of McVitie’s Chocolate Digestives with one of its biggest multi-million pound campaigns for the brand to date, including wholesale and in-store activations, projections on iconic landmarks, and a pop-up store.
The campaign – 100 Years of the Nation’s Greatest Invention – humorously places McVitie’s Chocolate Digestives alongside the world’s most groundbreaking innovations, such as the wheel, mobile phones, and sliced bread. The creative approach highlights that McVitie’s Chocolate Digestives might possibly be the nation’s greatest invention: there through times of hardship, friendship, and celebrations.
An immersive concept store – The McVitie’s Chocolate Digestives Experience – will launch alongside the campaign. The pop-up store, open for a limited time from 2-5 May, will feature one-of-a-kind biscuit-based artwork and exclusive merchandise. At the heart of the experience is the Biscuit Bar, where visitors can sample an exclusive range of McVitie’s Chocolate Digestives treats curated by McVitie’s Head Development Chef, Robert Craggs.
“Very few things in life stay loved for a century, but the Chocolate Digestive has stood the test of time,” said Aslı Özen Turhan, Chief Marketing Officer, pladis UK&I. “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.”
McVitie’s is also running an on-pack competition, where £100 is up for grabs every 100 minutes. Shoppers have to purchase a pack from the McVitie’s Chocolate Digestives range and scan the on-pack QR code for the chance to win a piece of the prize. The on-pack promotion is live until 22 June 2025.
McVitie’s Chocolate Digestives will also be visible in stores across the UK, with front-of-store displays, sampling trucks, store media, in-aisle and other touchpoint POS. The in-store activations are live across grocery accounts, including Asda, Tesco, Waitrose, Sainsbury’s, Co-op, and Morrisons, until 7 June. The centenary will also be highlighted in the convenience sector with POS, FSDUs and shelf-wobblers.
Meanwhile, there is B2B activation across McVitie’s Chocolate Digestives price-marked packs in wholesale, where retailers can also win cash every 100 minutes by texting WIN to 66222. There will also be depot displays and experiential tours.
