McVitie’s is launching a £10m master brand campaign as part of the “next chapter” of its marketing strategy, which aims to modernise the brand and drive purpose.

Launching today (9 March), the ‘Sweeter Together’ campaign will run throughout the year across TV, cinema and digital channels.

Sarah Heynen, vice president of marketing at McVitie’s owner Pladis UK & Ireland, tells Marketing Week: “This really is the next chapter in our overarching brand modernisation strategy.

“This is about really giving McVitie’s a role in society. Before it was about creating a warm feeling around the brand but this new campaign is really about embedding McVitie’s role within today’s modern culture.”

The campaign includes a new 60-second animated advert, created by Grey London, that sees a lonely crane operator trying to connect with his colleagues working on the ground below him. Despite his best efforts he is ignored but when he receives a cup…