Chocolate lovers will be lured through a series of radio ads created by Publicis, showing the lengths to which people will go to get their hands on McVitie's chocolate digestives.
McVitie's is attempting to lure consumers of own-brand chocolate digestives with a new advertising campaign flagging up the fact that its digestives now have more chocolate than ever, and a new strapline: "The sign of a better biscuit".
In one ad, a couple argue over who will make the tea, both with the hidden agenda of eating the biscuits while they make the brew. Another spot features a man telling a string of lies to cover the fact that he has eaten all the chocolate digestives he was supposed to take home to his friend.
The voiceovers for the ads were provided by stars including Simon Pegg, star of 'Shaun of the Dead' and 'Spaced', and Angela Griffin, from 'Cutting It'. Cat Silliman and Stephen Beverly created the campaign and photography on the posters was by Paul Zak. Media planning is by Starcom.
Sarah Heynen, McVitie's brand director, said: "Our focus is on reigniting the core McVitie's brand and the category as a whole by giving the consumer some new news. This initiative, which is based on strong consumer insight, reinforces the strong quality credentials that McVitie's enjoys."
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