McVitie’s Sweeter Together Challenge

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McVitie’s is to ditch its longstanding, and popular, ‘Sweeet’ campaign, exchanging fuzzy kittens and puppies for a £9.7m purpose-driven push launching under the strapline ‘Sweeter Together’.

Created by longstanding ad agency Grey, the snackmaker’s new UK proposition is pinned around the idea that in a society nose-down in smartphones, the simple act of sharing a biscuit has the power to bring people together.

Read more on The Drum’s web site (click here) and check out our images from the sampling event in Manchester’s Arndale shopping mall.