McVitie’s launches biggest-ever marketing initiative with sponsorship of Britain’s Got Talent

McVitie’s is undertaking its biggest ever marketing initiative to date by joining forces with Britain’s Got Talent as the new headline sponsor of the entertainment talent show for 2022.

The partnership marks the coming together of two of the UK’s favourite, and most quintessentially British brands, promising “Golden Moments of absolute fun for families to share together”.

The new McVitie’s sponsorship of Britain’s Got Talent will be activated across the major UK grocery chains.

The brand has collaborated closely with Britain’s Got Talent to roll out a fully-fledged 360-degree marketing plan across TV, digital and social media comms, bespoke packaging and in-store displays, competitions as well as a host of PR initiatives that will run throughout the course of the season.

Through the new partnership, fans of McVitie’s and Britain’s Got Talent will have the chance to win top prizes through the new Golden Moments campaign that will offer exclusive money-can’t-buy experiences including VIP tickets to the live BGT Final at Eventim Apollo, Hammersmith, London.

The Golden Moments campaign aims to spread stories of positivity and fun across the nation. Competition details will be available across special Britain’s Got Talent branded packs including McVitie’s Chocolate Digestives, Hobnobs and Jaffa Cakes in retailers across the UK from 7 March, 2022.

The new partnership was announced in with a surprise red-carpet performance from the winners of Britain’s Got Talent: The Champions, Twist and Pulse (aka Ashley Glazebrook and Glen Murphy).

The packed crowd were delighted to see the pioneers of ‘Streetomedy’ – a mix of street dance and comedy, a phrase coined by the two – perform their latest routine which had them dunking their McVitie’s biscuits into mugs of tea.

During the performance, Twist and Pulse handed out a range of McVitie’s treats and cups of tea to warm up the crowd in the chilly January weather.

Caroline Hipperson, UK&I CMO of McVities’ parent company pladis, said: “We are absolutely delighted to be the new headline sponsor of Britain’s Got Talent. Two of Britain’s most loved brands, who share in the same message of positivity, fun and indulgence, best enjoyed in the company of others – it’s a perfect fit. As our biggest ever sponsorship to date we wanted to go big and we have some brilliant surprises planned throughout the season, so we welcome everyone to sit back, enjoy their favourite McVitie’s biscuit and watch the show!”