pladis UK - McVitie’s White Chocolate Digestives

McVitie’s Chocolate Digestives, the nation’s favourite biscuit brand in the UK leads the mainstream price segment in biscuits but were losing share to ‘copycat’ biscuits from own labels and under-trading with younger consumers.

They recognised that innovation was urgently required to create new news, meaningfully differentiate versus their core range and stretch into new occasions.

Following positive consumer testing and rigorous category assessment - where few white chocolate options were observed – they launched White Chocolate Digestives. This proposition resonated strongly with the general population but had a significant over-index with younger consumers.

Overall, they had an unmissable launch from out-of-home media to influencer and celebrity social media. From a creative point of view, they focused on a simple communication focused on the “smooth” and “creamy” experience white chocolate is delivering.

While McVitie’s Chocolate Digestive will celebrate its 100^th Anniversary in 2025, they want to keep their relevance within the future consumers with meaningful innovation, and drive excitement around their core chocolate digestives – the Nation’s Favourite biscuit.

Award sponsored by IFE