pladis, the global snacking company behind some of the nation’s most loved and iconic brands, is launching a new multi-million pound McVitie’s masterbrand campaign designed to bring the nation together.
Launching now – and aimed at driving even more biscuit shoppers in-store – the fully integrated push brings together TV, online video, cinema, social, out-of-home, shopper marketing, limited-edition packaging and nationwide consumer promotions.
Representing McVitie’s biggest moment of the year, the activity is 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 new platform, ‘There’s only one that brings us together’, celebrating McVitie’s role in the shared moments and everyday rituals that define British life. Hitting screens now, a new 60-second hero film brings that idea to life by showing McVitie’s biscuits as the social glue helping to bind the nation together. It features scenarios and moments sourced from social insights about how, where and when McVitie’s iconic products are enjoyed, from a parent tossing a packet of biscuits to their child who is about to go on a trip, a pregnant woman picking up some Ginger Nuts during a yoga class, to a couple enjoying Rich Tea biscuits over a catch up, and a grandmother offering her teenage granddaughter a Club bar while she’s donating blood. The film will run across TV, Online Video, Social and Cinema.
Crucially for retailers, the heavyweight media investment is also being brought directly to the biscuit fixture until the end of October, with limited-edition thematic packs appearing across grocery, as well as through-the-line activations both in and out of store.
Three of McVitie’s best-known lines will receive eye-catching makeovers: McVitie’s Milk Chocolate Digestives becomes ‘Together’, Original Digestives becomes ‘Giggling’ and Milk Chocolate Hobnobs becomes ‘Buzzing’. The distinctive packs have been created to translate the campaign into immediate shelf standout and encourage shoppers to engage with their favourite brands at the point of purchase. The packs will also be featuring in an eye-catching out of home campaign nationwide.
The activity will be reinforced through shopper marketing and high-impact in-store executions, giving retailers an opportunity to capitalise on the significant above-the-line investment and build visibility around some of the category’s most recognisable products. The activity is intended to grow penetration and total category sales.
A match-day takeover at McVitie’s Premier League partner Hull City is also planned.
Benazir Barlet-Batada, marketing director for McVitie’s, says: “As the nation’s number one biscuit brand, McVitie’s already reaches 77% of UK households, with penetration up +1.2% and value sales growing +1.8% year-on-year, so 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.
“We wanted to capture a modern snapshot of Britain that celebrates the everyday connections, traditions and shared experiences that unite us, whilst reminding shoppers of the role that McVitie’s plays in so many of the moments that bring people together.
“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.”
