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#1 Campaign in Retail · September 2026
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#1 Campaign
Retail · September 2026

McVitie’s Together Campaign

PR Campaign
Monday 14th September, 2026

McVitie’s launched a nationwide campaign celebrating the everyday moments that bring people together. Alongside a new film and retail activity, it temporarily renamed three biscuit lines—Digestives as “Giggling”, Milk Chocolate Digestives as “Together” and Hobnobs as “Buzzing”—giving the campaign a simple, playful hook for shoppers and media.

Why it worked: The limited-edition on-pack renaming created a tangible, visual shelf moment that doubled as an easy headline and photo-led news hook.

The lesson: Consider renaming a top-selling SKU for a short window to create an ownable visual, retailer-ready hook that media can instantly picture.

McVitie’s Pladis
10 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
marketingweek.com McVitie’s launches £10m masterbrand campaign to showcase brand purpose Friday 9th March, 2018
slrmag.co.uk McVitie’s launches major campaign Monday 14th September, 2026
talkingretail.com Pladis launches multi-million pound McVities campaign | Talking Retail Monday 14th September, 2026
confectioneryproduction.com Major McVitie's campaign aims to draw communities together - Confectionery Production Monday 14th September, 2026
creativereview.co.uk McVitie’s emphasises its Britishness in new ad Tuesday 15th September, 2026
creativereview.co.uk McVitie’s emphasises its Britishness in new ad Tuesday 15th September, 2026
adobomagazine.com McVitie’s, adam&eve\TBWA celebrate the moments that bring Brits together - adobo Magazine Online Tuesday 15th September, 2026
thegrocer.co.uk McVitie’s launches multimillion-pound masterbrand push Tuesday 15th September, 2026
grocerygazette.co.uk McVitie's launches multimillion masterbrand campaign - Grocery Gazette - Latest Grocery Industry News Wednesday 16th September, 2026
grocerygazette.co.uk McVitie's launches multimillion masterbrand campaign - Grocery Gazette - Latest Grocery Industry News Wednesday 16th September, 2026
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FAQs

What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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Does this track sponsored posts, or is it earned media only?

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What does "ranked by coverage" mean?

It's ranked by the volume of coverage that talks positively about the campaign. We count the outlets covering it, then give a boost to campaigns whose coverage is positive, and those with negative coverage drop down. We're not weighting by outlet size or reach.

Why isn't my campaign listed?

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