Pladis is backing McVitie’s with two new TV ads that will promote its Jaffa Cakes and Digestives lines.

The £9.7m ‘Sweeter together’ campaign kicks off from 9 March and will also include social media activity and PoS for convenience retailers.

The company is also rolling out a national in-store competition that will give consumers the chance to win holidays, family days out and cinema tickets.

Pladis is also running a competition for retailers, giving them the opportunity to win £1000.

The prize will be awarded to a retailer who creates the best display, which is easy to buy from. Retailers can request PoS here.