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McVitie's: There Is Only One
True Originals has been created to reaffirm the brand’s position as not only the sweet biscuit market leader, but purveyor of some of the UK’s most loved biccie brands. Based on McVitie’s strongest brand truth: that it is the original and the best - the platform allows the McVitie’s brand owner pladis and TBWALondon to convey its venerated status, deliciousness and love for the brand without becoming wallpaper; to be iconic and not just talk iconic; and to set it apart from the huge number of imitations and copycats out there. To create massive moments of engagement and impact. The TV campaign features one of the country’s most loved and respected True Originals, Sir Trevor McDonald - who returns to a newsdesk for the first time since he retired 15 years ago. As well as some less original imitations, such as a goat in an Argentina shirt and a real-life hedgehog scampering along a pavement.
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