It’s such a logical meeting of brands, it is surprising no one thought of it before. pladis, the global snacking company, has brought McVitie’s and PG Tips together in a new limited-edition partnership. This combination of national favourites is designed to elevate the hallowed tea break.
Launching in the Valentine’s Day lead-up under the slogan ‘Cosy Season Isn’t Over Yet’, the campaign taps into the rituals consumers turn to for comfort and connection during the winter months.
The partnership is rooted in a simple truth: in Britain, tea and biscuits go hand in hand. Most shoppers already pair sweet biscuits with a hot drink, and McVitie’s biscuits in particular are overwhelmingly consumed with tea. That made PG Tips a natural partner.
“This is an FMCG match made in heaven,” Bethan Ashman, Brand Manager, pladis UK&I. “Tea and biscuits play a crucial role to warm and comfort consumers on colder days.”
The activity is supported by a strong shopper campaign across grocery and wholesale, with high-impact off-shelf features, cross-category visibility and increased promotional support on McVitie’s core lines. The aim is to drive incremental sales by landing the tea-and-biscuit occasion more powerfully at shelf.
“As the UK’s number one sweet biscuit brand, McVitie’s is uniquely positioned to celebrate this British tradition,” Ms Ashman added. “By bringing tea and biscuits together, we want to remind consumers of the special role that our brand plays in their day-to-day lives, whether it’s sharing a special moment with a loved one, cheering someone up when they are down or simply indulging in a moment of ‘me’ time.”
At the heart of the partnership is McVitie’s plain biscuit range – Digestives, Hobnobs and Rich Tea – which remain the go-to choices for tea break moments. For shoppers in the mood for something sweeter, Chocolate Digestives and Chocolate Hobnobs are also included as part of the activation.
The McVitie’s x PG Tips partnership is rolling out now across grocery and wholesale and will run until mid-April. In Ireland, McVitie’s is also activating a similar partnership with Lyons Tea. As in the UK, the campaign is led by in-store promotions and strong shopper execution designed to drive trial and basket-building. The McVitie’s x Lyons activation runs from 23 February to 3 March across retail and wholesale.
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