'Sweeter together': inside McVities' bold £9.7m pivot from fuzzy kittens towards purpose

McVitie’s is to ditch its longstanding, and popular, ‘Sweeet’ campaign, exchanging fuzzy kittens and puppies for a £9.7m purpose-driven push launching under the strapline ‘Sweeter Together’.
Created by longstanding ad agency Grey, the snackmaker’s new UK proposition is pinned around the idea that in a society nose-down in smartphones, the simple act of sharing a biscuit has the power to bring people together.
Since 2014, the emotional resonance afforded