date:Feb 03, 2014
The 160-year-old McVitie's brand is being relaunched today with a 12 million advertising campaign, focused on emotional themes to convey the sweet appeal of the category.
Launching today (3 February), it is the biggest campaign of its kind for its owner United Biscuits, with advertising focused on three products: Digestives, Chocolate Digestives and Jaffa Cakes.
The McVities logo features prominently in all executions and all packaging has been redesigned to give the name more prominence. Bra