Pladis unveils Britain’s Got Talent sponsorship

The brand is now the lead sponsor of ITV’s Britain’s Got Talent programme and will be showcased during advert breaks, supported by a 20-second advert linking to an on-pack promotion and digital, social media and sampling activity.

McVitie’s 34 best selling products also feature a Britain’s Got Talent packaging, offering shoppers the chance to win “money-can’t-buy prizes”, including behind the scenes access to Britain’s Got Talent, VIP tickets to the show’s final, a trip for two to LA and a “Got Talent” experience.

Chief marketing officer at Pladis Caroline Hipperson said: “Year after year, Britain’s Got Talent delivers must-watch moments of fun and positivity that bring us all together and just have to be shared.

“It’s these moments of togetherness that make the partnership between these two distinguished British brands the perfect fit.

“With more than nine million viewers, Britain’s Got Talent offers us an incredible platform to drive brand visibility and make sure McVitie’s gets added to even more shopping lists.

“What’s more, throughout the campaign, we’ll be creating memorable, Golden Moments of fun for consumers across all touchpoints, whether that’s on their screens or in-store, all helping the McVitie’s brand mean even more to consumers across the UK.”