Building brand fame for McVitie's
Award-winning consumer PR for Britain’s most iconic biscuit brand
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As the consumer PR agency for McVitie’s, Taylor Herring has been delivering culturally resonant, headline-grabbing work for a brand embedded in the fabric of British life.
Our remit spans heritage storytelling, innovation launches and behaviour-changing cultural moments – from major anniversaries and first-of-their-kind stunts to bold social activations crafted to dominate the national conversation.
Partnering with one of the UK’s most recognisable FMCG brands, we ensure every campaign delivers expansive media reach, powerful social traction and meaningful cultural impact for McVitie’s.
100 years of the Chocolate Digestive
To mark a landmark milestone in the biscuit’s history, we created a nationwide celebration around the anniversary of the Chocolate Digestive – a story that tapped into nostalgia, sparked national media debate and reaffirmed McVitie’s status as a century-spanning staple of British snack culture.
The campaign delivered widespread press, including BBC coverage exploring the biscuit’s heritage and enduring relevance – cementing McVitie’s leadership in moments often associated with major brand anniversaries.
Pink Digestives x Sophie Tea
The launch of Pink Digestives saw McVitie’s collaborate with contemporary artist Sophie Tea, bringing a vibrant new expression to the beloved biscuit.
Bold, colourful content flooded social feeds, driving huge organic reach and capturing the attention of younger consumers, lifestyle titles and influencers.
The limited-edition drop demonstrated McVitie’s ability to blend heritage with modern, culturally-charged creativity.
Biscuit break with a purpose
For Break With a Purpose, we partnered with a collective of TikTok creators to champion more mindful moments of rest.
Through authentic, creator-led storytelling, the campaign encouraged the nation to step away from constant digital noise and embrace intentional breaks – with a biscuit in hand, of course.
The push secured strong national media coverage and opened up a fresh wellbeing-focused narrative for the brand.
The perfect dunk
We commissioned food scientists to settle one of Britain’s great debates: the optimal dunking time for the nation’s most-loved biscuits.
The findings – playful, surprising and scientifically robust – ignited a media frenzy and dominated broadcast, online and social conversation.
The campaign reinforced McVitie’s long-held authority in Britain’s dunking culture, demonstrating again why the brand sits at the centre of national break-time rituals.
National tea dunking championships
A celebration of Britain’s favourite pastime, the McVitie’s National Dunking Championships brought competitive energy to an everyday ritual.
Complete with sporting spectacle, fan participation and high-impact stunt content, the Championships delivered a wave of national press and social engagement.
The event showcased McVitie’s unique ability to blend humour, heritage and cultural relevance at scale.
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