McVitie’s launches £10m masterbrand campaign to showcase brand purpose

McVitie’s is launching a £10m master brand campaign as part of the “next chapter” of its marketing strategy, which aims to modernise the brand and drive purpose.
Launching today (9 March), the ‘Sweeter Together’ campaign will run throughout the year across TV, cinema and digital channels.
Sarah Heynen, vice president of marketing at McVitie’s owner Pladis UK & Ireland, tells Marketing Week: “This really is the next chapter in our overarching br