top of page

Britains Got Talent


McVitie’s rolled out its TV sponsorship for Britain’s Got Talent over the 2022 Easter weekend, as part of what has been named the biscuit brand’s biggest sponsorship deal to date.


We created a campaign that is an ode to the quirky talents showcased on the beloved ITV show. A suite of ten idents ran across the TV series and promoted a range of McVitie’s products including McVitie’s Chocolate Digestives, McVitie’s Jaffa Cakes, McVitie’s Chocolate Hobnobs and McVitie’s BN, which relaunched in January.

Each ident opened in a different home where cohabiting friends or family were going about their normal business. One person offers another a McVitie’s biscuit, which are simply too good not to share. However far from being a casual passing of the biscuit pack, the offer is made with spectacular flourish, showcasing that person’s unique and amusing talent.


The biscuit is shared and once the first bite is taken, golden confetti bursts all over the room, reminiscent of the golden buzzer moment on the show. Each episode ends with the campaign strapline: ‘Bring on the Golden Moments’.

bottom of page