McVitie’s 100 Year Anniversary
In 2025, McVitie’s celebrated 100 years of its iconic Chocolate Digestive, not just marking a milestone but reigniting love for the brand amid rising own-label competition and a challenging cost-of-living context.
Rather than simply looking back nostalgically, we crowned the Choccy Dig “The Nation’s Greatest Invention,” transforming the centenary into a bold, modern, once-in-a-generation cultural moment. We approached it like a tech launch, choosing channels that created buzz and conversation and delivered a shareable, unmissable experience.
Using cutting-edge hologauze technology, we transformed London landmarks such as the London Eye and Tower Bridge into giant tributes to the biscuit, while projection mapping turned County Hall into a rolling centenary celebration bursting with balloons, fireworks, and confetti. Dynamic creative took over premium screens at Liverpool Media Wall, Edinburgh Arch, and Piccadilly Lights, and we created The Biscuit Store under Piccadilly Lights, an immersive concept store featuring limited-edition merch, a gallery of iconic biscuit-themed portraits, and a playful ‘genius bar’ offering customised biscuit creations.
On social, we sparked debate about the greatest inventions, with creators playfully comparing the Choccy Dig to smartphones and sliced bread. This culminated in “The Battle of Greatest Inventions,” a social content piece hosted by Roman and Martin Kemp where the Choccy Dig ultimately triumphed. Our partnership with Global Radio further amplified the conversation, inviting listeners to submit invention ideas and taking over ad breaks across three days.
The campaign delivered record-breaking results, driving the highest ever ad awareness for McVitie’s, lifting love for the brand from 29% to 44%, and pushing consideration to record levels, especially among 34–49-year-olds. This saw an additional 1.5 million more shoppers choosing Choccy Digs, cementing McVitie’s as the nation’s best-loved biscuit for another century.