Introducing McVitie's
to the dutch market

Life tastes better with McVitie's. Way better!

Objective
Digestives are now sold in the Netherlands under the McVitie’s name to support Verkade’s portfolio strategy and growth. As McVitie’s is new to the Dutch market, the campaign aimed to quickly build brand awareness while maintaining Digestives’ sales performance.

Target, Brand & Idea
The campaign targeted life-loving next-gen mums (25–44). McVitie’s is a globally known British brand with 130 years of heritage, famous for its Digestives. By embracing its British identity and using dry humor around the idea of “digesting” daily life, the campaign positioned McVitie’s as making life taste better.

Media Strategy
With limited share of voice, the launch focused on short, high-impact exposure, led by TV and supported by online video, out-of-home, trade print, and in-store communication.