McVitie’s launches new multi-million-pound campaign to bring the nation ‘together’
A new campaign has been unveiled by McVitie’s combining heavyweight media investment with limited-edition packs, in-store activation, and consumer promotions.
The Pladis-owned biscuit brand said the multi-million-pound, multi-channel marketing push is designed to deliver its highest reach of 2026 and create a major sales opportunity across grocery, wholesale and convenience.
Central to the campaign is the new platform, ‘There’s only one that brings us together’, with a new 60-second hero film showcasing shared moments and everyday rituals where McVitie’s biscuits act as “the social glue helping to bind the nation together”. These range from a parent tossing a packet of biscuits to their child about to go on a trip, and a pregnant woman picking up some Ginger Nuts during a yoga class, to a couple enjoying Rich Tea biscuits over a catch up, and a grandmother offering her teenage granddaughter a Club bar while she’s donating blood.
The ad will be rolled out across TV, online video, social, and cinema, whilst other creatives include out-of-home billboards, shopper marketing, limited-edition packaging, and nationwide consumer promotions. For retailers, it will also be brought directly to the biscuit fixture until the end of October, with limited-edition thematic packs appearing across grocery, as well as through-the-line activations both in and out of store.
Three of McVitie’s best-known lines are receiving makeovers: McVitie’s Milk Chocolate Digestives becomes ‘Together’, Original Digestives becomes ‘Giggling’, and Milk Chocolate Hobnobs becomes ‘Buzzing’.
A match-day takeover at McVitie’s Premier League partner Hull City is also planned.
“As the nation’s number one biscuit brand, McVitie’s already reaches 77% of UK households, with penetration up +1.2% and value sales growing +1.8% year-on-year [NIQ and Kantar data, w/e 8 August 2026], so this campaign is perfectly placed to help drive loyal shoppers of the brand to the biscuit fixture during this important sales period as we head into autumn and increasingly share a biscuit over a hot drink,” commented McVitie’s marketing director Benazir Barlet-Batada.
“We wanted to capture a modern snapshot of Britain that celebrates the everyday connections, traditions and shared experiences that unite us, whilst reminding shoppers of the role that McVitie’s plays in so many of the moments that bring people together,” he added.
