# Celebratory Biscuit Campaigns McVitie’s Chocolate Digestives are Celebrating 100 Years By Michael Hemsworth | Published 2025-04-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcvities-chocolate-digestives References: [talkingretail](https://www.talkingretail.com/products-news/biscuits-cakes/pladis-celebrates-100-years-of-mcvities-chocolate-digestives-24-04-2025/) & [pladisglobal](http://www.pladisglobal.com)  The iconic [McVitie’s](https://www.trendhunter.com/trends/mcvities-seriously-chocolatey-digestives) Chocolate Digestives are being celebrates by brand owner pladis UK with a campaign that marks 100 years of the crispy, chocolatey biscuits. The campaign, entitled 100 Years of the Nation's Greatest Invention, will include the immersive [McVitie's Chocolate Digestives](https://www.trendhunter.com/trends/mcvities-ice-cream) Experience alongside wholesale and in-store activations along with hologauze projections on a variety of landmarks. The campaign makes cheeky comparisons between the biscuits and other major inventions throughout history including the wheel, sliced bread and mobile phones. Chief Marketing Officer at [pladis UK&I](https://www.trendhunter.com/trends/mcvities-digestives-milk-chocolate-minis) Aslı Özen Turhan spoke on the McVitie’s Chocolate Digestives campaign saying, "Very few things in life stay loved for a century, but the Chocolate Digestive has stood the test of time. It has been there for tea breaks, late-night snacks, and countless moments in between, always delicious, always dependable. This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.” ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 28% | Activity: 33% | Freshness: 40% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Immersive Brand Experiences:** Brands are increasingly using immersive experiences to engage consumers, creating memorable interactions that differentiate their products in crowded markets. - **Historical Product Celebrations:** Companies are capitalizing on product milestones to create heritage-based marketing campaigns that connect emotionally with consumers. - **Cheeky Advertising Comparisons:** Playful comparisons in advertising can captivate audiences and add a humorous twist to traditional product promotions. ### Sectors Adopting This - **Food and Beverage:** The food and beverage industry is embracing nostalgic and celebratory campaigns to reinforce brand loyalty and tap into consumer sentimentality. - **Retail Marketing:** Retail marketing strategies are shifting towards interactive and technology-driven campaigns to attract and retain customers. - **Event Management:** Event management is evolving with the integration of technology to create impactful consumer experiences that drive brand recognition. ## Related on Trend Hunter - [Tasty Triple-Chocolate Biscuits](https://www.trendhunter.com/trends/mcvities-seriously-chocolatey-digestives.md) - [White Chocolate-Covered Biscuits](https://www.trendhunter.com/trends/mcvities-1.md) - [Mini Chocolate Biscuits](https://www.trendhunter.com/trends/mcvities-2.md) - [Golden Caramel Digestive Cookies](https://www.trendhunter.com/trends/mcvities-gold-digestives.md) - [Indulgent Snack-Friendly Mini Biscuits](https://www.trendhunter.com/trends/mcvities-digestives-milk-chocolate-minis.md) - [Limited-Edition Pink-Hued Biscuits](https://www.trendhunter.com/trends/mcvities-digestives-pink.md) - [Golden Buttery Biscuit Snacks](https://www.trendhunter.com/trends/mcvities-digestives-the-light-one.md) - [Sharing-Focused Biscuit Snacks](https://www.trendhunter.com/trends/mcvities-blissfuls.md) - [Indulgent Snacking Biscuits](https://www.trendhunter.com/trends/mcvities-signature.md)