McVitie’s marks a century of its iconic Chocolate Digestive with a massive “Nation’s Greatest Invention” campaign, featuring landmark projections and a Piccadilly takeover

[dropcap]P[/dropcap]ladis, the global snacking giant and home to many of the UK’s most cherished brands, is pulling out all the stops to celebrate the 100th anniversary of the beloved McVitie’s Chocolate Digestive. The company has launched its largest-ever multi-million-pound campaign to mark this significant milestone.

Dubbed “100 Years of the Nation’s Greatest Invention” and crafted by TBWA\London, the ambitious initiative encompasses eye-catching displays for wholesalers and in-store promotions, mesmerising holo gauze projections on iconic British landmarks, and a complete takeover of London’s bustling Piccadilly Circus.

This campaign represents the brand’s most significant undertaking to date.

The campaign cleverly positions the iconic Chocolate Digestive as the central figure in a nationwide celebration. First created way back in 1925, McVitie’s is humorously suggesting they truly “reinvented the wheel” with the introduction of this now legendary biscuit.

A century on, the classic chocolate treat remains a firm favourite across the nation, proving that genuinely great inventions, much like McVitie’s Chocolate Digestives, possess remarkable staying power.

With a touch of British wit, the campaign playfully places McVitie’s Chocolate Digestives alongside other groundbreaking inventions such as the wheel itself, mobile phones, and sliced bread.

This humorous approach serves to highlight how even the everyday can be considered truly revolutionary.

The campaign playfully suggests that McVitie’s Chocolate Digestives might just be the nation’s greatest invention, having been a comforting presence through times of hardship, a staple of friendly get-togethers, a feature of countless celebrations, and the perfect accompaniment to a good old chinwag with family.

Aslı Özen Turhan, Chief Marketing Officer at Pladis UK&I, commented on the centenary: “Very few things in life remain loved for a century, but the Chocolate Digestive has stood the test of time.

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“It has been there for tea breaks, late-night snacks, and countless moments in between, always delicious, always dependable. This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.”