Pladis
Beyond the milestone: Turning a 100-year birthday into measurable growth.
146m
impressions
205%
above the grocery benchmark for sales uplift
Triple-digit
£ uplift per store
Pladis
Beyond the milestone: Turning a 100-year birthday into measurable growth.
146m
impressions
205%
above the grocery benchmark for sales uplift
Triple-digit
£ uplift per store
Pladis
Beyond the milestone: Turning a 100-year birthday into measurable growth.
146m
impressions
205%
above the grocery benchmark for sales uplift
Triple-digit
£ uplift per store
Challenge
Reclaiming brand relevance and fighting off copycats in an inflationary market.
As inflation drove shoppers toward cheaper alternatives, McVitie's Chocolate Digestives were losing market share and risking relevance. The brand's 100th anniversary presented a critical window to reassert the value of the original classic. The challenge wasn't merely to celebrate a milestone; it was to orchestrate a campaign that could re-energise the entire shopper journey, pulling lapsed and light buyers back to the brand while protecting against lower-priced competitors.
Challenge
Reclaiming brand relevance and fighting off copycats in an inflationary market.
As inflation drove shoppers toward cheaper alternatives, McVitie's Chocolate Digestives were losing market share and risking relevance. The brand's 100th anniversary presented a critical window to reassert the value of the original classic. The challenge wasn't merely to celebrate a milestone; it was to orchestrate a campaign that could re-energise the entire shopper journey, pulling lapsed and light buyers back to the brand while protecting against lower-priced competitors.
Challenge
Reclaiming brand relevance and fighting off copycats in an inflationary market.
As inflation drove shoppers toward cheaper alternatives, McVitie's Chocolate Digestives were losing market share and risking relevance. The brand's 100th anniversary presented a critical window to reassert the value of the original classic. The challenge wasn't merely to celebrate a milestone; it was to orchestrate a campaign that could re-energise the entire shopper journey, pulling lapsed and light buyers back to the brand while protecting against lower-priced competitors.
Insight
Mid-value rewards and continuous visibility drive the strongest shopper response.
To ensure this anniversary converted attention into sales, we relied on purchase data to define the value exchange. Using proprietary PlanApps insight, we identified that mid-value rewards deliver the most powerful consumer response. This insight shaped our core mechanic: "Win £100 Every 100 Minutes." We also recognised that to win, we needed a continuous visual thread—utilising celebratory gold detail and the iconic plain digestives pack—to maintain brand recognition from the first digital exposure right down to the physical aisle.
Insight
Mid-value rewards and continuous visibility drive the strongest shopper response.
To ensure this anniversary converted attention into sales, we relied on purchase data to define the value exchange. Using proprietary PlanApps insight, we identified that mid-value rewards deliver the most powerful consumer response. This insight shaped our core mechanic: "Win £100 Every 100 Minutes." We also recognised that to win, we needed a continuous visual thread—utilising celebratory gold detail and the iconic plain digestives pack—to maintain brand recognition from the first digital exposure right down to the physical aisle.
Insight
Mid-value rewards and continuous visibility drive the strongest shopper response.
To ensure this anniversary converted attention into sales, we relied on purchase data to define the value exchange. Using proprietary PlanApps insight, we identified that mid-value rewards deliver the most powerful consumer response. This insight shaped our core mechanic: "Win £100 Every 100 Minutes." We also recognised that to win, we needed a continuous visual thread—utilising celebratory gold detail and the iconic plain digestives pack—to maintain brand recognition from the first digital exposure right down to the physical aisle.
Approach
A connected omnichannel execution drove engagement.
We designed a completely unified full-funnel system spanning Tesco, Sainsbury's, Asda, Morrisons, and Co-op. To capture attention before the shop, we pioneered a pladis first: LHF-compliant Spotify Audio, intercepting listeners in their daily routines outside of traditional retail media.
This momentum was grounded physically through disruptive Front of Store (FOS) media, including Asda’s digital truck, Morrisons FOS takeovers, and Tesco’s wrapped Digestive-shaped digital screens. Finally, we secured conversion at the fixture with a coordinated suite of branded bays, hanging boards, and aisle fins, seamlessly guiding the shopper from initial awareness to definitive purchase.
Approach
A connected omnichannel execution drove engagement.
We designed a completely unified full-funnel system spanning Tesco, Sainsbury's, Asda, Morrisons, and Co-op. To capture attention before the shop, we pioneered a pladis first: LHF-compliant Spotify Audio, intercepting listeners in their daily routines outside of traditional retail media.
This momentum was grounded physically through disruptive Front of Store (FOS) media, including Asda’s digital truck, Morrisons FOS takeovers, and Tesco’s wrapped Digestive-shaped digital screens. Finally, we secured conversion at the fixture with a coordinated suite of branded bays, hanging boards, and aisle fins, seamlessly guiding the shopper from initial awareness to definitive purchase.
Approach
A connected omnichannel execution drove engagement.
We designed a completely unified full-funnel system spanning Tesco, Sainsbury's, Asda, Morrisons, and Co-op. To capture attention before the shop, we pioneered a pladis first: LHF-compliant Spotify Audio, intercepting listeners in their daily routines outside of traditional retail media.
This momentum was grounded physically through disruptive Front of Store (FOS) media, including Asda’s digital truck, Morrisons FOS takeovers, and Tesco’s wrapped Digestive-shaped digital screens. Finally, we secured conversion at the fixture with a coordinated suite of branded bays, hanging boards, and aisle fins, seamlessly guiding the shopper from initial awareness to definitive purchase.
Channels
Spotify Audio
Intercepting routines outside the store.
Front of Store (FOS) Media
Commanding pre-shop physical attention.
Retailer Digital & Social
Maintaining recognition between store visits.
At-fixture Media
Securing final in-aisle conversion.
Channels
Spotify Audio
Intercepting routines outside the store.
Front of Store (FOS) Media
Commanding pre-shop physical attention.
Retailer Digital & Social
Maintaining recognition between store visits.
At-fixture Media
Securing final in-aisle conversion.
Channels
Spotify Audio
Intercepting routines outside the store.
Front of Store (FOS) Media
Commanding pre-shop physical attention.
Retailer Digital & Social
Maintaining recognition between store visits.
At-fixture Media
Securing final in-aisle conversion.
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Built for commerce media. Supercharging brand growth.
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