McVitie’s has produced a new advert to support its biggest product launch of the year – McVitie’s Digestives Nibbles.

A continuation of the McVitie’s sweeet campaign, the new advert sees the return of the ’sweet’ British Blue kittens, to bring to life the feeling you get when you eat a McVitie’s Digestives Nibble.

The new 30 second ad premiers today (5 September) on SkyArts. The ad shows the kittens making an appearance in the midst of a girls’ night in. One of them reaches for a pack of McVitie’s Digestive Nibbles for a mid-movie treat – and, as the packet is opened for her to share with her friends, a troupe of British Blue kittens appear to the famous Grease theme tune, ‘Grease is the Word’

McVitie’s brand director, Kerry Owens said: “The launch of McVitie’s Digestives Nibbles is the most exciting launch for McVitie’s in a number of years, so it stands to reason that we want to celebrate this with another excellent instalment of our sweeet™ masterbrand campaign – celebrating the everyday moments that we help to make just that little bit better.”

“We have stayed true to the Chocolate Digestives roots of Nibbles by bringing back our British Blue kittens, to evoke the same chocolatey snuggle that eating these products brings us. We also have a range of exciting social, digital, and PR ideas in the pipeline to help us make this our most exciting launch to date.”

Having launched in store in February of this year, McVitie’s Digestives Nibbles are the biggest NPD launch for the brand in 2016 and have already seen an RSV of £7.1m (Nielsen w/e 06/08/2016).

Available in four variants – Milk Chocolate, Caramel, Dark Chocolate and Double Chocolate - the new range is to be supported by more than £4m in media investment, including TV advertising, PR, digital and social media.