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Marketing Brand Strategy Britain's Got Talent

McVitie’s dips into its biggest ever TV sponsorship with Britain’s Got Talent


By John Glenday | Reporter

April 14, 2022 | 2 min read

McVitie’s has embarked on its biggest sponsorship deal ever this Easter as it partners with ITV staple Britain’s Got Talent.


McVitie’s sponsorship of Britain’s Got Talent takes the biscuit

The biscuit maker will pair up its popular Chocolate Digestive, Jaffa Cake and Hobnob brands with the quirky on-stage performances via a series of 10 idents – which will break up the show with some timely snack suggestions to pair with your cup of tea.

The idents will each depict a different home where the cohabitants perform a biscuit-sharing ritual common to all households up and down the land. Rather than passing the packet by hand, the talented individuals are shown performing the handover in style via busting out a robot dance, doing the splits or singing an operetta.

When the witness of their showmanship takes their first bite, a cascade of golden confetti explodes around the room, recreating the golden buzzer moment from the TV show.

Jemma Burgess and Gémina Gil Flores, creatives at TBWA\London, said: “We wanted to reflect what you see in Britain’s Got Talent. The fact that anyone can go on the show, it doesn’t matter what you look like or how old you are, it’s just real British people and their talents and the audience is always rooting for you.”

McVitie’s kicked off its headline sponsorship of the show earlier this year with a red carpet event at the London Palladium.

Marketing Brand Strategy Britain's Got Talent

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