Pladis is launching a new McVitie’s campaign, ‘There is Only One’.

The campaign aims to reaffirm the brand’s status in the biscuit category. Featuring veteran newsreader Sir Trevor McDonald, it is set to broadcast across TV and cinemas from 4 October until 11 November.

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“As the category’s true original, McVitie’s is often copied but never equalled and our campaign will reinforce that in the nation’s psyche,” said Aslı ÖzenTurhan, chief marketing officer at Pladis UK&I.

The campaign will be supported with social media and shopper marketing. Pladis has also featured an on-pack promotion championing its partnership with mental health charity, Mind.

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