McVitie’s wanted a campaign to help unlock incremental feature, increasing visibility in store across their core portfolio.

After the pandemic, mental health was identified as a key concern for shoppers. Partnering with the charity Mind provided a relevant hook for both the brand and retailers.

I created a national campaign that could be adapted to create tailor-made promotions, keyvisuals and POS adaptations to assist with individual retailer sell-ins to encourage additional support and increased visibility in-store.