As the nation’s favourite biscuit, McVitie’s Chocolate Digestives owns at-home treat times. Wanting to broaden appeal to out-of-home and reach a wider audience, we were tasked with making Chocolate Digestives bitesize.
With the introduction of smaller biscuits in snack pack and sharing pouch formats, our brief was to maintain brand recognition and ramp up the indulgence factor. In addition, we had to make it clear that these are the same great-tasting biscuits we all know and love, only mini!
When a brand is as loved as McVitie's Chocolate Digestives, familiarity is everything - especially when the product looks a little different. We remained faithful to the brand's distinctive assets and dialled-up the chocolate indulgence, whilst enabling Minis to 'pop'.
