Passion/Raw LONDON, United Kingdom Production Company

Passion/Raw Creative Work

Production Company
Post Production
Audio Post Production
Campaign Sweeet
Advertiser United Biscuits
Brand McVitie's
Date of First Broadcast/Publication
Product Chocolate Digestives
Business Sector Cakes, Desserts
Tagline Sweeet



How do you grow a brand in a flat-lining market with increasing competition and decreasing frequency of purchase? This was the task faced by McVitie’s, Britain and Ireland’s biggest and oldest sweet biscuit brand. The solution was a modernised Masterbrand campaign to unite all 21 of the McVitie’s product brands under one fame-driving campaign. With the help of some adorable baby animals, the campaign helped McVitie’s to outperform the category, breaking value sales benchmarks and driving McVitie’s’ highest ever ROMI.


Story (original language)

It opens in a hospital canteen, with three nurses about to enjoy a cuppa and a Chocolate Digestive on their break. As the packet of biscuits is unwrapped, the moment transforms to reveal a series of cute, snuggly British Shorthair kittens. The three friends and the audience are transported to a world of snuggly kittens for a split second, before they crunch into a Chocolate Digestive treat and feel that chocolaty snuggle.

Media Type Television
Market United Kingdom
Media Agency MEC
Creative Director
Creative Director
Art Director
Production Company Producer
Director of Photography
Account Planner
Account Planner
Agency Producer
Media Planner
Advertising Manager
Creative Producer