Pladis has announced that McVitie’s will be hitting TV screens this spring as lead sponsor of Britain’s Got Talent.

The partnership will see McVitie’s bestsellers, including Chocolate Digestives and Jaffa Cakes, appear in every ad break for the show as part of the brand’s ‘Golden Moment’s campaign.

As part of the campaign, there will be an on-pack promotion across 34 McVitie’s products, offering shoppers prizes including behind-the-scenes access to Britain’s Got Talent, VIP tickets to the show’s final, a trip for two to Los Angeles, and a ‘Got Talent’ experience. These promotional packs will be available from early March.

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Pladis will support this promotion with a 20-second TV spot that dramatises the feeling of being rewarded with the show’s Golden Buzzer. Additionally, there will be digital, social media and sampling activity.

Caroline Hipperson, chief marketing officer at Pladis UK&I, said: “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.”

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