McVitie’s Chocolate Digestives turn 100 with a campaign for the ages

TBWA has launched a humorous campaign to celebrate the 100th anniversary of McVitie’s Chocolate Digestives, comparing the snack to significant human achievements like the wheel and the telephone. The campaign aims to elevate the Chocolate Digestive from a mass brand to a timeless icon, highlighting its cultural importance. Despite its playful tone, the campaign showcases genuine admiration for the biscuit’s lasting impact and popularity. With creative visuals and activations, the campaign reinforces the Chocolate Digestive’s place in British culture and evokes nostalgia while hinting at its continued relevance for the future. By combining humor, storytelling, and innovation, the campaign positions McVitie’s as a brand that knows how to stay current and engage consumers across generations.