# Winter Tea Biscuit Campaigns McVitie's and PG Tips Partnered for Cosy Season Isn’t Over Yet By Michael Hemsworth | Published 2026-02-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cosy-season-isnt-over-yet References: [wholesalemanager](https://wholesalemanager.co.uk/mcvities-joins-forces-with-pg-tips-to-elevate-the-much-loved-tea-break-occasion/) & [pladisglobal](http://www.pladisglobal.com)  The Cosy Season Isn’t Over Yet campaign is being launched in partnership between [McVitie's](https://www.trendhunter.com/trends/mcvities-christmas-range) and [PG Tips](https://www.trendhunter.com/trends/pg-tips-special-blends) to encourage consumers to enjoy the signature biscuits with a cuppa this winter. The partnership comes as a logical campaign that will encourage consumers to pick up biscuits for pairing with their tea or tea for pairing with their biscuits. The campaign also drives home the inherent compatibility of the products in the face of winter weather as consumers seek out comforts during the cold weather months. Brand Manager at [pladis UK&I](https://www.trendhunter.com/trends/mcvities-chocolate-digestives) Bethan Ashman commented on the Cosy Season Isn’t Over Yet campaign saying, "As the #1 Sweet Biscuit Brand in the UK[4], McVitie’s is uniquely positioned to celebrate this British tradition. By bringing tea and biscuits together, we want to remind consumers of the special role that our brand plays in their day-to-day lives, whether it’s sharing a special moment with a loved one, cheering someone up when they are down or simply indulging in a moment of ‘me’ time.” ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 48% | Activity: 56% | Freshness: 64% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Co-branded Seasonal Pairings:** Retail and CPG collaborations that tie complementary products to seasonal moods create potential for bundled SKUs and limited-edition assortments that reshape purchase occasions. - **Comfort-food Ritualization:** An emphasis on everyday rituals and emotional comfort around simple food-drink pairings reveals opportunities for products and packaging designed to signal and enhance personal wellbeing moments. - **Experiential Micro-moments:** Short, shareable consumer experiences—such as in-store tastings or social campaigns centered on cozy rituals—highlight possibilities for immersive brand touchpoints that drive deeper loyalty. ### Sectors Adopting This - **Packaged Foods:** Narrowly targeted co-branded formats and seasonal multipacks could redefine product development and shelf strategies within biscuit and snack portfolios. - **Hot Beverage Retail:** Cafe and grocery tea programs that integrate complementary packaged snacks suggest avenues for bundled offerings and cross-category merchandising innovations. - **Retail Media and E-commerce:** Data-driven cross-promotions and personalized digital storefronts present potential to elevate paired-product discovery and conversion through tailored recommendations and timed seasonal campaigns. ## Related on Trend Hunter - [Tea-Themed Christmas Sweaters](https://www.trendhunter.com/trends/pg-tips-christmas-jumper.md) - [Limited-Edition Pink-Hued Biscuits](https://www.trendhunter.com/trends/mcvities-digestives-pink.md) - [Festive Tea Blends](https://www.trendhunter.com/trends/holiday-teas.md) - [Golden Buttery Biscuit Snacks](https://www.trendhunter.com/trends/mcvities-digestives-the-light-one.md) - [Celebratory Biscuit Campaigns](https://www.trendhunter.com/trends/mcvities-chocolate-digestives.md) - [Biscuit-Flavored Ice Creams](https://www.trendhunter.com/trends/mcvities-ice-cream.md) - [Collaboration Cartoon Biscuit Ranges](https://www.trendhunter.com/trends/biscuiteers-x-disney-collection.md) - [Seasonally Spooky Shortbread Cookies](https://www.trendhunter.com/trends/mcghees-halloween-empire-biscuits.md) - [Ready-to-Decorate Christmas Cookies](https://www.trendhunter.com/trends/mcghees-bakery-gingerbread-men.md)