McVitie’s has launched a new masterbrand campaign, ‘Sweeter Together’, which shows how the simple act of sharing a biscuit has the power to bring people together.

The £9.7m campaign launched with an animated advert premiere on Friday 9 March at 7.50am on ITV’s Good Morning Britain, bringing to life the significant role the humble biscuit plays in everyday lives. 

As part of the launch, an in-store promotion will be running across all McVitie’s Biscuits. Consumers will have the opportunity to win prizes including dream family holidays, weekend breaks and family days out. To enter, shoppers must buy any packet of McVitie’s biscuits and text ‘SWEETERTOGETHER’ to 66644 to find out if they have won.

The campaign has also been extended to convenience retailers for a chance to win £1,000. First retailers can request a Win Big Together POS kit from They must then build a high-impact display that makes buying easy for shoppers and send images of the display back with a chance to win.

The first 60-second animated advert in the new campaign is titled ‘Crane’ and shows a tower crane operator going about his work. Below him, he can see his colleagues enjoying the camaraderie of a tea break, complete with McVitie’s biscuits. He waves but is not seen.

As the day wears on, the operator becomes gloomy. When he is convinced that everyone’s forgotten about him he gets a surprise – the steel beam he has lifted has been loaded with a cup of tea and some McVitie’s biscuits. He looks down and sees his colleagues waving and smiling at him and his mood instantly lifts.

The advert ends with a simple message: “Sometimes the little things are actually the really big things”.

A second advert, ‘Brows’, will air later this year, telling the tale of a woman feeling nervous during her first day in a new job but a new colleague breaks the ice with a joke and a packet of McVitie’s Jaffa Cakes is shared around.

Sarah Heynen, vice president of marketing at Pladis UK & Ireland, said: “We know that despite being more connected than ever before digitally, we’re drifting further away from those real human connections that can mean the most. That’s why we’re so excited about our new ‘Sweeter Together’ campaign; because it has a very real message about the importance of togetherness. And we truly believe McVitie’s enables these moments every day.”

View the ad here: