McVitie’s goes for gold with a £10m campaign in support of Team GB

16 March 2020, London: McVitie’s, Britain’s biggest biscuit brand, has today announced the launch of a £10m through-the-line campaign to support its Team GB partnership, which rallies the public to cheer on the nation’s most loved sports team.

McVitie’s biscuits have been bringing people together, sparking moments of human connection for over 180 years, and in this vein the new McVitie’s campaign aims to join the nation in showing support for Team GB at the Games.

The campaign, delivered in partnership with TBWA\London, Manning Gottlieb OMD, 3 Monkeys Zeno, Fuse and Mesh will span five months across three phases: creating excitement in the run up to the Games, bolstering support as they’re taking place and celebrating the successes of the athletes once they’ve competed.

With a £10m investment, the campaign will be delivered across multiple channels: TV, OOH, radio, print, digital display, social, PR and in-store activations and will feature a host of Team GB athletes. The athletes include diver Tom Daley, gymnasts Max Whitlock, Rebecca Downie and Ellie Downie, canoeist Liam Heath, Taekwondo athlete Lauren Williams and boxer Frazer Clarke.


Emma Stowers, McVitie’s brand director says; “We’re incredibly proud to be supporting Team GB; both our brands have a proud heritage and have been bringing the nation together for many years. We want to use our scale as Britain’s favourite biscuit brand – we’re in 27 million homes – to promote and support the nation’s favourite sports team ahead of, during and after the Games.”

Phase one of the campaign will establish McVitie’s’ sponsorship and displays the brand’s British sense of humour. Addressing the fact that a biscuit brand and a sports team are unlikely bedfellows, due to many athletes abstaining from biscuits while they train, McVitie’s tackles the awkwardness head-on throughout the creative. Demonstrated via the tagline, ‘Proud (if slightly awkward) official partner of Team GB’, the witty lines are bound to raise smiles.

A 60 second advert airing on 1st May, will mark the start of phase two, and is coupled with a primetime TV partnership and multiple social partnerships which will see McVitie’s upping the ante in its mission to galvanise the nation behind Team GB. Phase three looks to keep up the momentum by celebrating the successes of the athletes, thus bringing the campaign full circle.

Andy Jex, Chief Creative Officer at TBWA\London says; “It takes a heart of the nation brand, that’s down to earth and humble like McVitie’s to pull off an idea like this. I love the honesty of putting the stars who aren’t actually eating our product at the moment front and centre. It genuinely feels like a fresh break from the category conventions of inauthentic sports sponsorship.”

Clare Sargeant, Client Business Director at Manning Gottlieb says; “The fully integrated campaign will run across three phases to drive high impact. Media channels have been optimised to maximise awareness and deliver mass reach, whilst exciting collaborations with key media partners will unite and galvanise the nation leading up to the Games.”

To celebrate the partnership further, McVitie’s is proudly communicating the partnership on pack across its full range of biscuits and cakes until the end of summer 2020.

McVitie’s is also further extending the partnership into product, having recently launched a brand new ‘Best of British’ range of Chocolate Digestives and Chocolate Digestives Slices. Each of the three new flavours – Marmalade on Toast, Strawberries & Cream and Cherry Bakewell – is aligned to a Team GB athlete and shoppers are encouraged to vote to #SaveYourFave. The McVitie’s Cake range will also feature a new cake bar variant in celebration of the partnership – a honeycomb flavour cake bar, with none other than gold cream.

Additional in-store promotions, such as ‘Train With Team GB’ – a consumer competition to win the chance to be part of a training day with a Team GB athlete – as well as further initiatives being launched across the summer, are being amplified with PR and social support.

McVitie’s is also supporting the ‘I Am Team GB’ community events that encourage people around the country to take part in sports and make exercise a part of their everyday lives.