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.
A Nation of Guilty Breakers
In a world where switching off can feel like a guilty pleasure, we helped McVitie’s redefine the humble biscuit break as a moment worth celebrating.
Built around new research revealing that busy lifestyles leave many Brits feeling guilty for taking time out, the campaign encouraged people to pause, reconnect and enjoy meaningful everyday moments together.
With psychologist and The Traitors star Dr Ellie Buckley bringing expert insight to the conversation, alongside a social partnership with SheerLuxe and bespoke media mailers, the multi-channel campaign turned a simple cup of tea and biscuit into a powerful reminder that taking a break isn’t time wasted – it’s time well spent.
The 100 Years of Chocolate Digestive Experience
After kicking off the centenary celebrations, we gave fans the chance to step inside the world of the Chocolate Digestive. The McVitie’s Chocolate Digestives Experience transformed the brand’s 100-year history into an immersive pop-up, featuring interactive games, exclusive merchandise, a timeline of the nation’s favourite biscuit and a bespoke Biscuit Bar.
Ahead of opening to the public, we hosted a star-studded launch led by Amanda Holden alongside celebrities and influencers, generating widespread showbiz and lifestyle coverage that drove buzz and footfall.
Through a combination of experiential, talent and earned media activity, the campaign delivered 719 pieces of coverage and achieved 2.1bn+ editorial reach, turning a landmark anniversary into a huge cultural moment.
100 years of the Chocolate Digestive
A century of Chocolate Digestives called for a celebration as iconic as the biscuit itself. To kick off the celebration of 100 years of the nation’s favourite teatime treat, we transformed some of London’s most recognisable landmarks with spectacular projections and hologauze displays, turning the capital into a giant birthday celebration.
Capturing striking editorial imagery and targeting national, consumer and marketing media, the campaign generated widespread buzz while building anticipation for the wider centenary programme, including the first-ever McVitie’s Chocolate Digestives Experience.
By combining a heritage brand with a visually arresting public spectacle, we kicked off a milestone anniversary in unforgettable fashion.
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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