McVitie’s secures Britain’s Got Talent sponsorship deal

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, has announced its McVitie’s brand will be hitting TV screens nationwide this spring, as lead sponsor of Britain’s Got Talent.

The headline sponsorship of the long-running ITV show will bring together two of the country’s most well-known brands – the nation’s biggest biscuit brand1 and its biggest celebration of talent – to represent the very best of Britain. The partnership has inspired, and will play a starring role in, McVitie’s’ new £10 million Golden Moments campaign.

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.

Driving visibility and building relevancy for McVitie’s during one of ITV’s most popular shows, the idents will showcase a variety of fun ‘golden moments,’ inspired by memorable moments from the show and featuring the brand’s best-selling biscuits. These will focus on the novel ways that people can share McVitie’s.

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.

Tuesday 18 January saw Britain’s Got Talent alumni and fan favourites, Twist and Pulse, join the series’ red-carpet London launch with a biscuit-themed dance routine that had them dunking McVitie’s biscuits into mugs of tea.

Meanwhile, 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, to celebrate the partnership, 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.

Chief marketing officer at pladis UK&I, Caroline Hipperson, says: “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.

“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.

“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.

“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.”

The McVitie’s Golden Moments campaign launched on Tuesday 18 January. The 15th season of Britain’s Got Talent, sponsored by McVitie’s, will air during spring on ITV. Exclusive Golden Moments McVitie’s packs, featuring references to the partnership, will be available from early March.