McVitie’s has launched a multi-million-pound marketing campaign which highlights its umbrella of popular brands and the role the business plays in Britain.

This campaign will run across TV, social, out-of-home and in-store advertising, centred around the biscuit brand being an established part of British consumption.

There is a hero film that showcases scenarios and moments from social insights about how and where McVitie’s products are enjoyed. The video advertisement ends with the tagline “There’s only one that brings us together.”

This film will be supported by a nationwide out-of-home campaign at high-impact locations, including Waterloo Motion, Cromination and Outernet.

Some of the clips include parents tossing a packet of biscuits to their child, a couple sharing rich tea biscuits and students watching television together.

Benazir Barlet-Batada, marketing director for McVitie’s, said: “McVitie’s is the packet opened during a family catch-up, the biscuit shared over a cup of tea, or the familiar favourite that’s always there during life’s big and small occasions.

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“At its heart, McVitie’s is a modern British icon that helps facilitate meaningful connections, bringing people together through everyday rituals and shared experiences.

“That’s what inspired this campaign. We wanted to capture a modern snapshot of Britain and celebrate the everyday connections, traditions and shared experiences that unite us.”

Running from 14 September to 1 November, the marketing activity will be supported by social media and digital channel storytelling.

The business placed the advertisement campaign in key TV programming spots to maximise visibility, including Trigger Point, Gogglebox and the Carabao Cup.

Additionally, there will be limited-edition packaging designs with Digestives, Chocolate Digestives and Hobnobs, which will be rebranded to ‘Together’, ‘Giggling’ and ‘Buzzing’.