McVitie’s Digestives launches TV ad campaign

Produced by Oscar-winning Aardman Animations, the team behind Wallace and Gromit and Creature Comforts, the ads start their run on national TV this week.

The campaign focuses on the wholesome qualities of the range, using talking, CGI-animated ingredients and will run with the strap line: “McVitie’s Digestives. Wholemeal at their heart”

The 12-week schedule will be broken down into three, four-week slots, with a different ad focusing on a different variety of the nation’s favourite biscuit. The first segment will see an Original Digestive ad aired, followed by Yog Fruit and Chocolate Digestive versions.

Nick Stuart, commercial manager at UBUK, comments: “The McVitie’s Digestives range is the No.1 biscuit brand in the UK by far with sales in excess of £100m. In 2007 the brand grew strongly and with stunning new packaging across the range, heavy-weight support on TV and in-store POS, we’re confident it’ll be an even better year in 2008 for Digestives as our customers continue to stock the nations favourite.

The pack redesign has the main objective to ensure the relevance and modernity of the nation’s no.1 biscuit brand to all consumers. The design brings the range right up-to-date, while remaining faithful to the iconic red pack widely associated with the brand.

The McVitie’s Digestives brand accounts for 71% of the sales of total UK digestives market.