British icon McVitie’s tapped into the heritage and footfall of Piccadilly Circus, celebrating 100 years of the Nation’s favourite digestive with a 3 day immersive pop-up.

the cHALLENGE

To celebrate a century of digestives, McVitie’s launched their “biggest ever multimillion-pound” Out of Home campaign. A household name, the challenge was to create an immersive concept that fans could experience in the heart of London, and merged the rich history of Mcvitie’s with modern day innovation. Running alongside the nationwide campaign, the public activation needed to ensure maximum visibility and impact across social media. 

To celebrate the milestone, McVitie’s launched their “Chocolate Digestive Experience” at the immersive space beneath Piccadilly Lights. Inside, fans stepped into a McVitie’s paradise, starting with an immersive walk through history that took them back to 1925. The standout feature was a customisable biscuit bar serving treats curated by McVitie’s Head Development Chef, Robert Craggs. Think bold and unexpected flavours that reinvented the Nation’s favourite. Visitors could also “spin to win” McVitie’s merch, or visit the McVitie’s photo booth for their own shareable moment. In the lead up to the opening day, celebrities Amanda Holden, Dani Dyer and Roman Kemp all attended the star-studded launch party.

OUTCOMES

• 176 media mentions**
• 46m media reach**
• 4.3m media value**

  **Meltwater 2025.