United Biscuits (UB) has launched a new app and a bespoke ad break, which premiers tonight (February 19), as part of its ‘Sweeet’ campaign.

The new advert, created to support McVitie’s Chocolate Digestives, sees the return of the famous British Blue kittens which now also star in the brand new McVitie’s iKitten app. The augmented reality app enables consumers to create, personalise and share their own McVitie’s kitten via their mobile phone.

Both the app and the new ad are launched as part of the ‘sweeetest ever ad break’. The bespoke ad break will air exclusively tonight during Gogglebox, at 9:10pm on Channel 4, and will feature some of the sweetest stars from ads currently on British screens.

The slot will begin with a co-branded 10 second ‘intro and outro’ that depict the McVitie’s kittens frolicking through a sea of C4 blocks.

UB Sweet Biscuits Marketing Director Sarah Heynen said: “After the fantastic response to our McVitie’s sweeet masterbrand campaign launched in 2014, we’ve decided to refresh the successful McVitie’s Chocolate Digestives advert by creating a new story, which continues to celebrate the everyday biscuit eating moment, made that little bit better with a Chocolate Digestive.

“The kittens are back to evoke the same feeling and emotional response to that of eating a simple McVitie’s biscuit, and we’re excited to give everyone the opportunity to have their very own sweeet virtual kitten with the launch of the McVitie’s iKitten app.”

Channel 4 agency principal Danny Peace said: “It’s been great to work with McVitie’s on this innovative and highly collaborative partnership. The sweeetest ever ad break promises to be both entertaining and memorable and is a perfect example of how brands can work with Channel 4 to create unique creative for their campaigns.”

The new 30 second ad set in student halls, follows the story of a nervous young man during his first day at university. As other students enter the room, he reaches for a packet of McVitie’s Chocolate Digestives found in his suitcase, a heart-warming surprise from mum to help him on his first day. As the packet is unwrapped to share with his new friends, the moment transforms to reveal a series of cute, snuggly British Blue kittens, set to the theme tune of the 1984 film Beverly Hills Cop, Axel F.

The students and the audience are transported to a world of snuggly kittens for a split second, before they crunch into a Chocolate Digestive treat, and feel that chocolatey snuggle.