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.