McVitie’s ties with Time to Change to promote chat around mental health

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McVitie’s is joining forces with charity initiative Time to Change, to help promote conversations around mental health on Time to Talk Day today (7 February 2019).

The UK’s best-selling biscuit brand is supporting this year’s event by donating up to 12,000 vouchers for its McVitie’s Biscuits range, offering consumers £1 off packs to redeem at all grocery and convenience retailers nationwide from 7 February 2019.

The vouchers will be included in Time to Change’s ‘Chatter Boxes’ – physical boxes filled with resources, tips and tricks designed to facilitate conversation around mental health, and distributed to thousands of workplaces and community groups around the UK.

Emma Stowers, brand director for McVitie’s at pladis UK&I, comments: “The McVitie’s brand purpose is about enabling everyday moments of real human connection. That’s why getting behind Time to Talk Day, which promotes open and honest conversations about mental health, was so important to us. What better way to get people talking over a cup of tea and the nation’s favourite biscuit.”

Jo Loughran, director of Time to Change added: “We are delighted that McVitie’s is contributing to our Time to Talk Chatter Box initiative, helping us to provide the right tools for people to open up to mental health problems, talk and to listen. We believe that biscuits are one of the perfect ingredients to help break the ice and potentially start difficult conversations so this tie-up truly feels like the perfect fit.”

In 2017, pladis, the global snacking company behind the McVitie’s brand, signed the Time to Change Employer Pledge and last year committed to training all its line managers in the UK on mental health by the end of 2019.