Blending theatrical flair with a classic British wink, the campaign introduces McVitie’s Signature range — a multi-layered biscuit with a multi-layered story to match.
TBWALondon has unveiled a playful yet indulgent new campaign to launch McVitie’s Signature, the heritage brand’s first foray into the premium biscuit category. Rooted in rich storytelling and delivered with McVitie’s trademark warmth and humour, the ad signals a new chapter for the brand as it looks to dial up decadence without losing its down-to-earth charm.
Set in a mystical forest of melting chocolate pools and biscuit-shaped flora, the TV and video spot opens like something from a luxury perfume commercial. A flamboyant guide—decked in a velvet suit and armed with a silver biscuit tray—narrates the multisensory journey, describing the Signature biscuit as a “multi-layered masterpiece” with an almost reverent tone.
It’s all sultry lighting and hushed intensity right until the camera pans to the product box, revealing that the object of such adoration is, in fact, a McVitie’s biscuit.
“It was important for us to strike the right balance between premium and playful,” says Harriet Russell-Vick, Creative Director at TBWALondon. “As the nation’s favourite biscuit brand heading into the premium space, it was important that we didn’t forget where we came from. We may now be a ‘multi-layered masterpiece’, but we’re not stuffy—we don’t take ourselves too seriously.”
That sense of mischief underpins the entire concept. Rather than mimicking the conventions of luxury advertising, the team at TBWALondon chose to play with them, layering in classic tropes of indulgence and then subverting them with a dose of unexpected familiarity.
“We’ve all seen those premium chocolate ads… dark mood lighting, people speaking in a low husky voice, cheesy music playing overhead,” says Russell-Vick. “Well, we wanted to create our own version, but with this mystical, knowing twist.”
The campaign’s surprise reveal—that the star of the show is a McVitie’s product—mirrors the agency’s own reaction when first encountering Signature. “When we tried the biscuit and then quickly picked up the pack, there was that gratifying surprise that it was a McVitie’s biscuit,” explains Russell-Vick. “That reaction became the creative foundation of the reveal.”
McVitie’s, a household name with nearly 200 years of biscuit-making heritage, has long been associated with teatime staples like Digestives and Hobnobs. But Signature, with its layered chocolate and indulgent textures, is a step into new territory—and one the brand is approaching with a keen awareness of its legacy.
“If you want an overindulgent biscuit, who better to have than one with nearly 200 years of history?” Russell-Vick adds. “It just feels right that McVitie’s would have a premium biscuit.”
To ensure the message lands with audiences across all touchpoints, the campaign is rolling out across TV, video, and social-first platforms. Digital activations offer short-form edits and bite-sized story arcs tailored for scroll-happy audiences. The theatrical forest may take centre stage on TV, but social clips will hone in on product shots, punchy one-liners and that all-important twist.
“Keeping things fresh is at the core of this ad,” says Russell-Vick. “When we show up across different platforms, it’s important we show up in a way that feels right for those audiences and channels.”
While the visual direction leans into opulence, the humour stays firmly grounded. That, Russell-Vick explains, was the trickiest part to get right. “We didn’t want this ad to feel like another indulgent chocolate ad—we wanted it to feel more like a perfume ad,” says Russell-Vick. “Our breakthrough moment came on the shoot when we asked our character to give a very specific look—one of surprise, recognition and delight. As soon as he did, we knew that was what had been missing.”
With Signature now stocked in supermarkets and supported by an ambitious launch campaign, McVitie’s is banking on its blend of nostalgia, innovation, and relatability to win over biscuit lovers, new and old. The spot might serve up satire with its chocolate layers, but beneath the theatrical exterior is a very real confidence in the product and the brand’s enduring ability to surprise.
As Russell-Vick puts it: “We’ll always remember our legacy as we carve out a new one. Watch this space…”
