McVitie’s joins forces with PG Tips to boost the power of tea breaks

Snack maker Pladis is inviting British consumers to enjoy their favourite McVitie’s plain biscuit with a cup of PG Tips tea in a new limited edition partnership between the brands.

It says the lead up to Valentine’s Day is the perfect opportunity for these much-loved brands to come together under the tagline, called Cosy Season Isn’t Over Yet.

The focus of the partnership is McVitie’s hero plain biscuit range - Digestives, Hobnobs and Rich Tea - as these are the biscuits most consumed during the tea break occasion. However, chocolate lovers can also pick up a pack of McVitie’s Chocolate Digestives or Chocolate Hobnobs as part of the partnership.

Bethan Ashman, brand manager at Pladis UK&I, said: “Brits love their tea and biscuits, and 65% pair sweet biscuits with a cup of tea.

“When it comes to the consumer favourite however, 87% of McVitie’s sweet biscuits are consumed with a hot drink, so we’re thrilled to partner with another iconic British brand, PG Tips, to launch this campaign,” Ashman added.

Ashman also added that the timing was perfect for the collaboration: “This is an FMCG match made in heaven, particularly during the winter months when tea and biscuits play a crucial role to warm and comfort consumers on colder days.

“We’re delivering a best-in-class shopper campaign supported by off-shelf feature to land the cross-category occasion, and we will support with upweighted promotions on our McVitie’s key skus.”

The new partnership is rolling out across grocery and wholesale now and is live until mid-April.

Meanwhile in Ireland, the McVitie’s plain biscuit stable of brands is activating a similar partnership with consumer favourite, Lyons Tea.

Just as in the UK, the campaign leads with an instore promotion, as well as best-in-class shopper execution designed to drive trial by encouraging shoppers to pick up tea and biscuits with a market-leading deal. The Irish partnership is live across retail and wholesale from 23 February to 3 March.

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