The UK’s United Biscuits is launching a GBP5m (US$9.9m) TV campaign to support its biggest brand, McVitie’s Digestives.

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Produced by Aardman Animations, the team behind the Wallace and Gromit characters and Creature Comforts ads, the campaign starts its run on this week.


UB said the campaign focuses on the “wholesome qualities” of the range, using talking, CGI-animated ingredients and will run with the strap line: “McVitie’s Digestives. Wholemeal at their heart.”


Nick Stuart, commercial manager at UBUK, added: “In 2007 the brand grew strongly and with stunning new packaging across the range, heavy-weight support on TV and in-store POS, we’re confident it’ll be an even better year in 2008 for Digestives.”

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