Pladis urges consumers to ‘Bring Back the Biscuit Break’ in new McVitie’s campaign

Pladis is encouraging Brits to ‘Bring Back the Biscuit Break’ as it unveils its first masterbrand campaign in almost 10 years for McVitie’s.

The campaign came following research commissioned by the brand which shows the British institution of the office tea and biscuit break has crumbled, in turn highlighting the negative impact of this on employees’ wellbeing. ‘Bring Back the Biscuit Break’ will see McVitie’s launch a national drive to remedy this by spotlighting the integral role biscuits play in the nation’s daily routine and letting consumers know that it’s ‘Time for a biscuit break, Britain’.

The ’Bring Back the Biscuit Break’ campaign will be fronted by Martine McCutcheon – Love Actually’s original tea-break facilitator – and supported by new research commissioned by McVitie’s which reveals that 70% of overworked employees take less than 15 minutes’ worth of breaks a day.

McVitie’s will also be taking over mid-morning shows on Absolute and Magic, with daily features – Absolute Radio’s “Tea Break Trivia” and Magic’s “Tea Breakers” – renamed “Biscuit Break Trivia” and “Tea and Biscuit Breakers”.

The brand will also partner with The Sun to place the brand at the heart of features where people are naturally taking some time out, including Puzzle Pages and TV listings.

“Our research has shown us that, thanks to our busy lifestyles, we’re at risk of losing the beloved biscuit break,” said Aslı Özen Turhan, chief marketing officer at Pladis UK&I. “This spells bad news, because it means many millions of us will be missing out on opportunities to connect with others, recharge or enjoy a moment to ourselves.

“We’ve been part of the nation’s tea breaks for over 180 years, having baked our original biscuit way back in 1839 so, as True Original and category leader, it’s our duty to help the nation bring back this cultural staple.

“With our latest campaign, we’re getting even more Brits to take time out over a cuppa by demonstrating why the biscuit break matters. By helping to reclaim it as part of the nation’s daily routine and showing Brits that there’s no better partner for this than the category’s True Original, we’re re-igniting love for Britain’s Biggest Biscuit brand.”

The activity forms the first phase of the McVitie’s ‘True Originals’ campaign – a £7.8m cross-channel drive. The McVitie’s ‘True Originals’ campaign will be further supported by activity across social media – including influencer partnerships and competitions – along with an OOH and shopper marketing drive.