McVitie’s Switch it up





Putting McVitie’s at the heart of a cultural debate.

McVitie’s Chocolate Digestives are one of the nation’s most popular biscuits and the debate over whether the chocolate is on the top or bottom of the biscuit is a long-standing one.

So when the BBC’s Romesh Ranganathan got in touch to ask if it were true that the chocolate was actually on the bottom of the biscuit –  rather than the top – we spotted an opportunity to drive wide-reaching fame for McVities by settling the debate once and for all.

Working with gastrophysicist Professor Charles Spence we produced a white paper, consumer research and – given the revelation – a visual step-by-step instruction manual on how to correctly eat them in order to get the best chocolatey experience.

We released a formal statement to BBC’s The RangaNation confirming to the world’s media that the chocolate was on the bottom of the digestive, sparking an initial wave of debate across social media.

We then capitalised on this buzz by releasing our ground-breaking research on World Chocolate Day and – for the first time ever – confirmed that perhaps the correct way to eat a chocolate digestive is indeed by ‘switching it up’ and trying the biscuit ‘upside down’.

Working closely with McVitie’s chief Chocolatiers, we first identified that the chocolate is indeed on the bottom of the biscuit. We then commissioned independent, scientific research to clarify the best way to eat a chocolate biscuit.

The result? Over 80 pieces of national print and broadcast coverage including The Sun, The Daily Mail and The Times as well as in over 60 top tier radio stations.

It was even debated live on BBC Breakfast as Naga Manchetty tried it for herself live on air.

This was a 

Consumer PR 

Project for McVitie’s

Learn more about Consumer PR

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