The launch of a new brand platform for McVitie’s in 2023 started with a campaign set out to reclaim its position at the heart of British culture. As with any true original - whilst they’re often copied, they’re never equalled.  

The results followed: sales growth doubled in the quarter following the campaign and ‘True Originals’ has since become a living business idea for McVitie’s beyond consumer facing comms - influencing innovation strategy, trade relationships and employee experience.