McVitie’s is marking 100 years of its Chocolate Digestives with one of its biggest multi-million-pound campaigns to date: ‘100 Years of the Nation’s Greatest Invention’.
The campaign humorously places the iconic biscuits alongside some of the world’s most groundbreaking innovations such as the wheel, mobile phones, and sliced bread. Using humour to juxtapose the remarkable with the mundane, the campaign suggests that Chocolate Digestives might just be the Britain’s greatest invention.
As part of the campaign, an on-pack promotion sees £100 up for grabs every 100 minutes. Shoppers simply purchase a pack from the McVitie’s Chocolate Digestives range and scan the on-pack QR code for the chance to win. The promo is live now until 22 June 2025.
Other activities include front-of-store displays, sampling trucks and in-store activations in Asda, Tesco, Waitrose, Sainsbury’s, Co-op and Morrisons. The centenary is highlighted in the convenience channel with POS, FSDUs and shelf wobblers.
In wholesalers, a promotion across McVitie’s Chocolate Digestives price-marked packs means retailers can also win cash every 100 minutes by texting WIN to 66222. There are also in-depot displays and experiential tours.
