Comedian Graham Norton stars in a £4m advertising campaign for McVitie's Tubes. Breaking on April 6 and running until June 24, the theme of the campaign (which features Jaffa Cake tubes and Milk Chocolate Digestive tubes) is to encourage people to eat biscuits when they are out and about. In the ad, Norton approaches two women at a car boot sale who are giggling at a camera's zoom lens. Handing them a tube of McVitie's biscuits, he tells them they need to get out more. McVitie's wants consumers to closely associate the products' portable format with "snacking on the move" as it believes that out of home snacking is a key driver in growing the biscuit category. It also recommends that retailers merchandise the tubes together on shelf. The campaign will run on television and posters. {{P&P }}

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