Pladis brings back McVitie’s BN theme tune in nostalgia-filled campaign

Pladis is reviving the McVitie’s BN theme tune in a new cross-channel campaign.

The return of the nostalgic theme tune supports the wider McVitie’s BN partnership with Spread A Smile – a charity bringing joy and laughter to seriously ill children in UK medical facilities and homes. Driven by shared values of spreading happiness, the partnership will be further leveraged via PR, social and in-store initiatives – including in-store radio, along with an ‘Every Pack Gives Back’ promotion which sees the brand donate £15,000 to Spread A Smile.

Live from this week, McVitie’s BN has hit the nation’s airwaves over a four-week period with a series of adverts across leading UK radio stations – including Capital, Heart, Radio X, Smooth, Absolute Radio Network, Hits Radio, Kiss Network, and Magic Network. Featuring a fresh take on the brand’s unforgettable jingle, the campaign will catapult awareness for the McVitie’s BN brand, and ‘Spread A Smile’ partnership, driving strong appeal among family shoppers.

‘Working with Spread A Smile, we’re proud to be bringing that characteristic McVitie’s BN smile to even more faces nationwide,” says Aslı Özen Turhan – chief marketing officer at Pladis UK&I. “And this latest phase in our partnership is no exception.

“By bringing back our signature theme tune, we’re tapping into Brits’ deep-rooted, nostalgic love for the brand. With the catchy jingle back on air, we’re confident we’ll have shoppers singing along down the supermarket aisles, ultimately reminding them to pause for a little moment of joy with our long-loved McVitie’s BN brand.”