Trending PR Campaigns
McVitie’s Together Campaign
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.
Coverage over time
How this story spread across the media