Pladis is urging Brits to ‘Bring back the biscuit break’ with its latest campaign for McVitie’s.

The campaign is the supplier’s first McVitie’s campaign in almost 10 years.

According to Pladis, it was borne out of research commissioned by the brand which found that 70% of overworked employees take less than 15 minutes’ worth of breaks a day.

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The campaign is running across social media, outdoor, radio and shopper marketing, and is fronted by actress Martine McCutcheon. Additionally, Absolute Radio’s Tea Break Trivia and Magic’s Tea Breakers quiz shows will be renamed Biscuit Break Trivia and Tea and Biscuit Breakers, respectively.

McVitie’s has also partnered with The Sun to place the brand at the heart of features where people are taking time out, including puzzle pages and TV listings.

The campaign is the first phase of the McVitie’s ‘True originals’ campaign, a £7.8m marketing drive which highlights the McVitie’s range.

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