Chocolate Digestives 100 years

In 1925, they cracked it, McVitie’s invented the The Chocolate Digestive. A confectionary breakthrough. Since then, we have witnessed many more inventions. We’ve seen the likes of, mobile phones, microwave ready meals, CD players, the internet, 3D printers, robots and indeed sliced bread but none of them have come close to the genius that is the ‘Choccy Dig’. For this centenary celebration campaign we position the biscuit as not just the nation’s greatest biscuit but the nation’s greatest invention.

The campaign social films poked fun at some other famous national inventions.

and we demanded to be recognised for our achievements

Iconic landmark met iconic biscuit in a dramatic campaign launch

New product additions to the Chocolate Digestive family were given the same hero treatment.