McVities 100 Years Anniversary

Client: Pladis

In 2025, to celebrate 100 years of the iconic McVitie’s Chocolate Digestive amid rising competition and declining sales, McVitie’s launched “The Nation’s Greatest Invention” campaign.

Leveraging nostalgia with a modern tech-inspired approach, we transformed London landmarks using cutting-edge projection mapping and created immersive experiences like The Biscuit Store at Piccadilly Lights. Social media amplified buzz, featuring playful content and partnerships including Global Radio’s interactive ads. The campaign drove record engagement and brand love, with ad awareness jumping nearly 50%, brand buzz doubling, and positive sentiment reaching 71%. Consideration soared 10 percentage points, especially among 34-49-year-olds.

Sales grew 8%, adding 1.5 million new shoppers, and McVitie’s Chocolate Digestives reclaimed a record 6.5% market share, reinforcing its position as Britain’s best-loved biscuit. The campaign proved a powerful blend of heritage and innovation to reconnect and grow its audience during challenging market conditions.