McVitie’s has launched a masterbrand campaign aimed showing how its famous Chocolate Digestives can bring people together even in difficult times.

The ‘Too Good Not To Share’ campaign, created in partnership with TBWA, features two 40-second TV adverts as well as creative across video on demand, Facebook, Instagram, and TikTok. The campaign will kick off at 9:30pm today (19 November) during ITVs I’m a Celebrity, Get Me Out of Here.

The first ad features grime artist TrueMendous sharing a pack of Chocolate Digestives with an assistant just as she’s about to kick off a live lounge gig on the radio. The second shows a gamer ignoring his online multiplayer game to enjoy a biscuit moment with his younger sister, despite him not initially wanting to be disturbed.

Beyond the ads, McVitie’s is giving away up to 20,000 packs of Chocolate Digestives to nominated friends or relatives for every follow and retweet of campaign posts with the hashtag #TooGoodNotToShare on Twitter, as part of the ‘Digigestives’ element of the campaign.

“Now, more than ever, it’s so important to find time to share moments with those around us and find little, meaningful ways to connect,” said Caroline Hipperson, UK&I Chief Marketing Officer at Pladis, which owns McVities’s. “McVitie’s has been connecting people through biscuits for over 18 decades, and we wanted to celebrate the fantastic McVitie’s taste – which has made McVities chocolate Digestives the Nations Favourite – the unique magic of the brand which has always been able to bring people together, no matter what else might be going on in the world.”