United Biscuits has relaunched the McVitie’s brand in a £12m multi-media advertising campaign.

Running over the course of 2014, the 30-second TV advertisements focus on everyday biscuit eating moments. The ‘Sweeet’ campaign will also include in-store activity at independent retailers and social media activity.

United Biscuits CEO, Martin Glenn, said: “The new campaign aims to tap into consumers’ love for these brands as well supporting our efforts to drive growth for the category.”