McVitie’s is celebrating 100 years of its Chocolate Digestives with a new campaign launching this week.

Created by TBWA\London, the campaign features a digital out-of-home activation at Piccadilly Lights and a live biscuit projection onto London’s County Hall.

Called ‘100 Years of the Nation’s Greatest Invention’, the campaign is backed by £8.75 million and celebrates the Chocolate Digestive’s place in British culture since 1925.

The campaign will also appear across social media and radio, supported by The McVitie’s Chocolate Digestives Experience, an immersive pop-up running from 2–5 May.

“Very few things in life stay loved for a century, but the chocolate digestive has stood the test of time. It’s been there for tea breaks, late-night snacks, and countless moments in between,” said Aslı Özen Turhan, UK and Ireland CMO of McVitie’s parent company, Pladis.

“This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special. Because when something has been adored for this long, it’s more than just a biscuit, it’s part of our culture, our history, and, let’s be honest, our best tea-time companion.”

Paul Jordan, ECD at TBWA\London, said: “When a product is as simple and beautifully designed as the chocolate digestive, it’s easy to take it for granted. So, the humble biscuit is well overdue a little respect. And that’s exactly what we have given it.

“Sitting proudly atop a plinth, haloed in magical light with headlines that compare the nation’s favourite biscuit to some of mankind’s greatest inventions – and the joke is – that we’re not joking. McVitie’s Chocolate Digestives are perfection.”