An anthem that unites Britain. That’s a big call for a biscuit brand, but McVitie’s has pulled it off. adam&eve\TBWA has brought together three of McVitie’s most famous brands in a campaign packed full of feeling that highlights the role McVitie’s plays in everyday moments of connection across Britain.
The work builds on the success of There’s Only One, the 2023 Masterbrand campaign featuring Trevor McDonald, that championed McVitie’s as Britain’s original and irreplaceable biscuit, and accelerated growth for the brand, with purchase intent increasing by 27% and retail sales value growing by 15.8% in 2023.
The new campaign takes the brand into emotional territory with the line, There’s only one that brings us all together, led by a fast-paced hero film featuring scenarios and moments sourced from social insights about how, where and when McVitie’s products are enjoyed. A punk version of Philip Oakey and Giorgio Moroder’s hit, Together In Electric Dreams amps up the volume on feel-good.
The 60-second spot was directed by Greg Hackett through Park Pictures and the full campaign covers TV, online video, social, cinema, out-of-home and in-store, showing how the brand helps bring people together through the shared moments and everyday rituals that define British life.
The campaign also features contextual creative that adapts to different consumption occasions throughout the day across selected digital placements, and limited-edition packaging rebranding Digestives, Chocolate Digestives and Hobnobs as ‘Together’, ‘Giggling’ and ‘Buzzing’.
The campaign, which runs until 1 November, will be further amplified through social activity designed to spark conversation around the everyday moments featured in the campaign. Drawing on cultural behaviours and social-first storytelling, the content will extend the campaign’s celebration of connection across digital channels.
Paul Jordan, creative partner at adam&eve\TBWA, stated, “McVitie’s isn’t one of those brands trying to insert itself into culture – it’s already there. Their biscuits are subtly woven throughout everyday British life. Our job was simply to remind people of that role.
“Working with director Greg Hackett, we painted a modern portrait of British life with McVitie’s at its centre as a kind of social glue. We applied the same thinking to the music, taking something Britain already loves, represented in a new light. A punk version of Together in Electric Dreams became the perfect soundtrack – unexpected, but unmistakably British.”
Credits
Client: Pladis (McVitie’s)
Asli Ozen Turhan: CMO, UK&I
Benazir Barlet-Batada: Marketing Director
Carly Hunt: Head of Marketing
Pippa Whybourne: Marketing Manager
Imaan Riaz: Senior Brand Manager
Maite Maciel Diez: Assistant Brand Manager
Michele Dainty: Shopper Marketing Director (UK & Ireland)
Kate Skeggs: Shopper Marketing Manager Philippa Ansell – Senior Digital & Media Manager
Kate Williams: Senior PR & Social Manager
Agency: adam&eve\TBWA
Ant Nelson & Mike Sutherland: Chief Creative Officers
Paul Jordan: Creative Partner
Lauren Coates: Creative Director
Megan Sutton: Senior Producer
Matt Springate: Global Head of Strategy
James Fraser: Planning Partner
Alex Scott-Malden: Global Strategy Director
Donna Yan: Strategy Director
Joe Percy: Senior Planner
Chief Executive Officer: Miranda Hipwell
Tom Ghiden: Managing Director
Jo Lorimer: Managing Partner
Max Philips: Business Lead
Gareth Hughes, Stephanie Taylor & Sophie Kelting: Business Directors
Kelly Mahon & Sophie Perry: Account Directors
Alice Trotter & Nancy Barrett: Account Managers
Andrea Kenyon: Senior Project Director
Jake Paterson: Junior Project Manager
Aaron Moss: Design Director
Luke McClure & Aaron Jangal: Senior Designers
Media Agency: Manning Gottlieb OMD
Production Company: Park Pictures
Director : Greg Hackett
Producer: Jacob Swan Hyam
Production Manager: Rachael Donson
Executive Producer: VyVy Ly
1st AD: Julian Richards
DOP: Steve Annis
Service Company: Sugar Free TV
Editing company: TRIM
Editor: Thomas Grove Carter
VFX Production: Framestore
VFX Artists: Andrew Saltner
Colour Grading: Company 3
Colourist: Simon Bourne
Soundtrack: Together In Electric Dreams – remake by Pengshui
Music Company: Wake The Town
Sound Engineer: Martin Leitner
