ryan fox // advertising creative
//mcvitie’s // fmcg // experiential
the chocolate digestive turns 100
McVities: 100 Years of the Chocolate Digestive
//the idea
Most creative directors dream of having a billboard on the Piccadilly Lights, but how many can say they threw a party for the UK’s favourite biscuit UNDER the Piccadilly Lights?
To celebrate the venerable McVitie’s Chocolate Digestive turning 100, that’s exactly what we did.
In partnership with Taylor Herring PR, St Marks Studios, and TBWA London, we planned, designed and produced The McVitie’s Chocolate Digestive Experience.
For 4 delicious days anyone could come by and join us in celebrating the birthday of the Nation’s Greatest Invention.
- client
- McVitie’s
- partners
- Taylor Herring PR, St Marks Studios, TBWA London
- where
- Piccadilly Circus, London
- what
- Experiential, social
//case film
1:00
//social
0:55
//social
0:42
//social
0:35
//social
0:21
//social
0:13
“gorgeous.”
Amanda Holden, guest//the results
Ad awareness jumped nearly 50%, brand buzz doubled, positive sentiment reached 71%, and McVitie’s added 1.5 million new shoppers while reclaiming a 6.5% market share.
//recognition
- Ocean Outdoor Digital Creative Competition
Grand Prix. The win secured and funded the residency at The Venue beneath the Piccadilly Lights. - Performance Marketing Awards
Gold, Best Full Funnel Strategy. Judges cited the pop-up as the engine of the campaign’s commercial success. - Media Week Awards
Finalist, for turning a London landmark into an immersive chocolate experience.