McVitie’s has launched one of its “biggest, multimillion-pound” campaigns to date to celebrate 100 years of the Chocolate Digestive biscuit.
The push will include “eye-catching” wholesale and instore activations, “dazzling” hologauze projections on landmarks, a digital display at Piccadilly Lights, London and an immersive McVitie’s Chocolate Digestives Experience.
Called ‘100 Years of the Nation’s Greatest Invention’, the creative, developed by TBWA\London, positions the Chocolate Digestive alongside groundbreaking innovations, such as the wheel, mobile phones, and sliced bread.
Launching alongside the campaign, the McVitie’s Chocolate Digestives Experience, open from 2-5 May at Below The Lights, an interactive brand space below Piccadilly Lights, will showcase biscuit-based artwork and merchandise.
The concept store will feature a Biscuit Bar, where visitors can sample an exclusive range of treats, curated by McVitie’s head development chef Robert Craggs.
McVitie’s has also rolled out an on-pack promotion, live until 22 June, offering shoppers the chance to win £100 every 100 minutes.
The promotion will be supported by in-store activity, live now in Asda, Tesco, Waitrose, Sainsbury’s, Co-op and Morrisons, until 7 June.
“Shoppers will be disrupted during their path to purchase by front-of-store displays; sampling trucks; store media, in-aisle and other touchpoint PoS,” said McVitie’s.
McVitie’s has also rolled out promotional PoS, FSDUs and shelf-wobblers to convenience stores and is offering retailers the chance to win cash every 100 minutes by texting WIN to 66222.
“Very few things in life stay loved for a century, but the Chocolate Digestive has stood the test of time,” said McVitie’s UK&I CMO Aslı Özen Turhan.
“This campaign is a fun, celebratory way to mark 100 years, highlighting what makes the Chocolate Digestive so special.”
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