Talking Retail Grocery and product news for independent retailers
The “Too Good Not to Share” campaign consists of two TV adverts and a digital gifting activation for McVitie’s Digestives, as well as a new pack design for the brand.
The first of McVitie’s new TV creatives aired during yesterday’s episode of ITV’s “I’m a Celebrity Get Me Out of Here” and the second will launch early next year and run for one month across TV, video-on-demand channels, and social media platforms to reach 18- to 44-yeard old shoppers.
The digital activation for Digestives will launch on Twitter on 26 November and will see 20,000 packs of McVitie’s Chocolate Digestives being given away to shoppers.
Twitter users will be encouraged to nominate someone to receive a pack for every follow or retweet of the #TooGoodNottoShare posts.
The new pack design for Digestives features new typography and depicts “the silky-smooth milk chocolate which coats every biscuit”.
The packs will roll-out from the end of January next year, and the new design will also feature across McVitie’s Digestives, McVitie’s Ginger Nuts and McVitie’s Fruit Shortcake packs.
Emma Stowers, brand director for McVitie’s at Pladis, said: “Shoppers tell us that our biscuits are so inexplicably tasty, they can’t help but share them – even at the most inopportune moments.
“It’s this insight that inspired our campaign and is brought to life with our two new TV creatives.”
