Skip to content
Search
AI Powered
Latest Stories

McVitie’s unveiled as lead sponsor of Britain’s Got Talent

McVitie’s unveiled as lead sponsor of Britain’s Got Talent

Global snacking company pladis has announced its McVitie’s brand will be hitting TV screens nationwide this spring, as lead sponsor of Britain’s Got Talent.

The sponsorship of the long-running ITV show will play a starring role in, McVitie’s’ new £10 million Golden Moments campaign.


“We’re incredibly excited about McVitie’s becoming headline sponsor of Britain’s Got Talent in 2022, particularly as this is the biggest ever sponsorship in the brand’s history,” Caroline Hipperson, chief marketing officer at pladis UK&I, said.

“Year after year, Britain’s Got Talent delivers must-watch moments of fun and positivity that bring us all together and just have to be shared. It’s these moments of togetherness that make the partnership between these two distinguished British brands the perfect fit.”

Hitting screens this spring – marking the launch of Britain’s Got Talent’s 15th season – McVitie’s favourites, from McVitie’s Chocolate Digestives to McVitie’s Jaffa Cakes, will appear in product idents during every ad break, showcasing a variety of fun ‘golden moments’, inspired by memorable moments from the show and featuring the brand’s best-selling biscuits.

In addition, McVitie’s will be airing a 20” TV spot that dramatises the feeling of being rewarded with the show’s elusive Golden Buzzer, linking to an on-pack promotion.

Ahead of its on-screen debut, the brand’s Golden Moments campaign will kick off with a jam-packed calendar of PR, digital, social media, sampling support, ensuring the latest marketing push from McVitie’s is impossible for consumers to miss.

“With more than nine million viewers, Britain’s Got Talent offers us an incredible platform to drive brand visibility and make sure McVitie’s gets added to even more shopping lists,” Hipperson said.

“What’s more, throughout the campaign, we’ll be creating memorable, Golden Moments of fun for consumers across all touchpoints, whether that’s on their screens or in-store, all helping the McVitie’s brand mean even more to consumers across the UK.”

Britain’s Got Talent alumni and fan favourites Twist and Pulse today (18 January) joined the series’ red-carpet London launch with a biscuit-themed dance routine that had them dunking McVitie’s biscuits into mugs of tea.

The company added that 34 best-selling products in the McVitie’s range will benefit from a Britain’s Got Talent-themed pack update, featuring an on-pack promotion, and shopper activation will be ramped up in-store via a series of competitions.

Exclusive money-can’t-buy prizes on offer will include behind the scenes access to Britain’s Got Talent, VIP tickets to the show’s final, a trip for two to LA and a ‘Got Talent’ experience.

More for you

Pick n Mix Station

Hancocks launches new Pick N Mix brand

Leading confectionery wholesaler Hancocks has launched a new brand, showcasing the best of pick and mix.

Pick n Mix Station is a new range of bulk bags containing different mixes of customers' favourite pick and mix treats, offering great value for retailers and their customers.

Keep ReadingShow less
World of Sweets unveils new popping candy range from Warheads

World of Sweets unveils new popping candy range from Warheads

Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.

The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.

Keep ReadingShow less
Carlsberg Christmas jumpers

Carlsberg unveils limited edition Christmas jumpers in unique ‘knit reveal’ campaign

Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Keep ReadingShow less
Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13 per cent YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less