WHERE COMFORT MEETS CREATIVITY
To celebrate a century of digestives, McVitie’s launched their “biggest ever multimillion-pound” Out of Home campaign. McVitie’s turned Piccadilly Lights into a chocolate-infused wonderland. A multi-level experience beneath the iconic Piccadilly Lights that invited visitors to discover, taste and share the nation’s favourite biscuit in a whole new way. The standout feature was a customisable biscuit bar serving treats curated by McVitie’s Head Development Chef, Robert Craggs. Visitors could also “spin to win” McVitie’s merch, or visit the McVitie’s photo booth for their own shareable moment.
By blending immersive storytelling, design and sensory detail, McVitie’s created a brand moment that felt as rich as the product itself — irresistible, shareable and uniquely British.
