Pladis is celebrating 100 years of McVitie’s Chocolate Digestives with one of its biggest campaigns for the brand to date.

The campaign entitled “100 Years of the Nation’s Greatest Invention”, will place the biscuits alongside ground-breaking innovations such as the wheel, mobile phones and sliced bread. By juxtaposing the grand with the everyday, the campaign highlights that McVitie’s Chocolate Digestives “might possibly be the nation’s greatest invention”.

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It also includes an immersive concept store – The McVitie’s Chocolate Digestives Experience – which will be open for a limited time from 2-5 May, offering consumers “one-of-a-kind” biscuit-themed artwork and merchandise. Visitors will be able to sample a range of McVitie’s Chocolate Digestives treats – curated by the brand’s head development chef, Robert Craggs – at the Biscuit Bar.

As part of the centenary celebrations, McVitie’s is also offering an on-pack competition, where £100 will be up for grabs every 100 minutes. To participate, shoppers need to purchase a pack from the McVitie’s Chocolate Digestives range and scan the on-pack QR code. The on-pack promotion is live until 22 June.

In addition, in-store activations are live for eight weeks across grocery accounts including Asda, Tesco, Waitrose, Sainsbury’s, Co-op and Morrisons, from now until 7 June. Retailers will also be supported with point of sale, free-standing display units and shelf wobblers to catch shoppers’ attention. Meanwhile, packs in wholesale will offer retailers the chance to win cash every 100 minutes.

Aslı Özen Turhan, chief marketing officer at Pladis UK&I, said: “Very few things in life stay loved for a century, but the Chocolate Digestive has stood the test of time.

“It has been there for tea breaks, late-night snacks, and countless moments in between, always delicious, always dependable. This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.”

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