A cross-channel masterbrand campaign with a fully integrated launch via TV, digital and in-store and PR.

A campaign that reminds people of the feeling they get when they eat McVitie’s biscuits – warm, fun and different for every biscuit.

Sweet is more than just a taste – it’s a feeling.

A feeling we trademarked SWEEET™

Our ambition was to get Britain to fall back in love with McVitie’s biscuits and drive sales across their range of products.

Sweet is more than just a taste – it’s a feeling.

It’s the feeling that people connect to and fall in love with.

McVitie’s Chocolate Digestives are one of Britain’s favourite biscuits so we brought them to life with one of Britain’s favourite animals – super cute kittens.

The UK has already fallen in love with McVitie’s Sweeet:

· 2.8 million YouTube views

· 6.7million Twitter reach

· 2,326 Tweets shared

· And a total campaign reach of over 176 million

All record highs for McVitie’s.

And initial data already shows strong sales - just three weeks after launch:

1) Total McVitie’s sales +10% in a category that is -2%.

2) All key McVitie’s biscuits in growth:

· Choc Digestives: + 42%

· Digestives: + 20%

· Jaffa Cakes: + 7%

· Choc HobNobs: +27%

· Caramels: +38%

These results already show the campaign’s initial success and how it has captured the imagination and tummies of Britain.