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May 5th, 2025
McVitie’s celebrates 100 years of the chocolate digestive with tasty DOOH takeover in five markets
Campaign created by To Boldly Go
pladis-owned McVitie’s is staging an irresistible European Digital Out of Home (DOOH) campaign as part of its celebrations for the 100th anniversary of McVitie’s Chocolate Digestives.
Beginning on 26th April, the one-week campaign puts the best-selling British heritage biscuit brand front and centre, using spectacular large format Ocean Outdoor screens in London, Stockholm, Copenhagen, Amsterdam and Helsinki.
The tasty centre piece is an unmissable 10 domination of Piccadilly Lights in London featuring a 17m tall revolving chocolate digestive, reaffirming its status as the nation’s favourite biscuit.
In Stockholm, McVitie’s takes over The Halo in Westfield Mall of Scandinavia, two giant LED rings and three large format LED cubes offering 360-degree coverage. The other locations are the Amsterdam Leidseplein; Stockholm’s Halo; The Iconic in Field’s Copenhagen shopping mall; and Helsinki’s Redi Icon.
McVitie’s and To Boldly Go are one of the Gold winners of Ocean’s 2024 Digital Creative Competition, their entry, Dare To Dunk, going on to lift the inaugural £100,000 Grand Prix prize, beating competition from 10 other agencies across the markets where Ocean operates.
They are using the Grand Prix space to support the brand’s 100-year milestone in impactful and relevant ways to each market.
Aslı Özen Turhan, Chief Marketing Officer at pladis UK&I, said: “This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives special. When something has been adored for this long, it’s more than just a biscuit; it’s part of British culture, our history, and, let’s be honest, our best tea-time companion, and so we’re thrilled to be expanding our campaign into wider markets.”
Leah Burton-Smith, group account director, To Boldly Go, said: “What better way to celebrate the heritage and popularity of McVitie’s Chocolate Digestives in existing European markets, while driving brand awareness in smaller markets using some of the best available DOOH screens.”
