In what is probably the most wholesome promotion you’ll ever see, McVitie’s biscuits have partnered with mental health charity Mind for a truly lovely message. They are encouraging everyone to slow down, grab a cuppa and a biscuit (or two), and have a proper chat with someone you care about. McVitie’s and Mind aren’t just highlighting a problem here; they’re offering a solution. In a world that constantly demands our attention, taking time for a genuine conversation can feel like a groundbreaking act. So, brew yourself a cuppa, grab a chocolate digestive and reach out to someone you care about. Meanwhile in a move exclusive to Tesco, the campaign extended to ‘buy a pack, gift a pack free’ to someone you care about, with a promise to make time, anytime.
From a marketing point of view, this is a genius idea that is all about reminding shoppers to prioritise time for meaningful connections. This is brought to life both online and in store, through multiple media touch points, off shelf feature displays and an engaging experiential road show.
For this campaign we are asked to create a short, wholesome film that could show the campaign’s good work on social media. For this we used a combination of interviews with members of the public as well as footage of the various campaign sites, as well as timelapses of the biscuits flying off the shelves! The film was a great success and is currently being used to market the campaign both internally via Mind and McVitie’s, and also externally to the general public.
