McVitie’s launches new masterbrand campaign ‘Too Good Not to Share’


Today, McVitie’s launches a major new masterbrand campaign ‘Too Good Not To Share.’  The campaign reminds people of the importance of sharing and connecting, and the vital role biscuits can play in bringing people together – even when they may feel worlds apart. 

Owned by pladis, one of the world’s leading snacking companies, McVitie’s is the third biggest food brand in the UK, behind bread and baked beans in relation to scale, and is present in 83% of households.  

‘Too Good Not to Share’ will be the first major McVitie’s masterbrand campaign in its partnership with creative agency TBWA, and will be supported with a £3m investment across TV, digital and social. 

Based on the insight that McVitie’s biscuits are so inexplicably tasty you simply cannot help but share them, even at the most inopportune moments, the new creative features one of the brand’s hero biscuits –  the Chocolate Digestives – which was recently voted the nation’s favourite biscuit in a poll of over 2,000 people by independent researchers Toluna. 

The campaign features two 40-second TV adverts highlighting how biscuits can connect people who are otherwise worlds apart; the first creative shows real-life grime artist TrueMendous who kicks off a live lounge gig, but is interrupted by an assistant who can’t help but share his delicious Chocolate Digestives biscuits; ‘Trust me’ he says, distracting her from her rap performance as they both take time out to savour the inexplicable taste and enjoy a moment of connectivity as their two world’s meet… whilst inadvertently sharing their moment with thousands of people live over the airwaves. 

The second creative shows a gamer, fully immersed in an online multiplayer battle, who ends up connecting with his younger sister, when she bursts through the ‘Keep Out’ signs to offer him a Chocolate Digestives, forgetting his game in favour of enjoying a shared moment instead. Both creatives prove that some things are quite simply ‘Too Good Not To Share’.  

The adverts will run for one month across TV, VOD and social media platforms Facebook, Instagram and TikTok, key channels for reaching the target 18-44 year-old audience.  

Furthermore, McVitie’s is also launching an innovative strand to the campaign to help people share and connect via social media; ‘Digigestives’ will launch on Twitter, helping people connect virtually as McVitie’s will give away a two pack of Chocolate Digestives to a nominated friend or relative, for every follow and retweet of the campaign posts with #TooGoodNottoShare, up to 20,000 packs.

Caroline Hipperson, chief marketing officer at pladis UK&I, says: “Now, more than ever, it’s so important to find time to share moments with those around us and find little, meaningful ways to connect. McVitie’s has been connecting people through biscuits for over 18 decades, and we wanted to celebrate the fantastic McVitie’s taste – which has made McVitie’s chocolate Digestives the Nation’s Favourite – the unique magic of the brand which has always been able to bring people together, no matter what else might be going on in the world.”