Martine McCutcheon fronts a sweet campaign with McVitie’s

This spring we were delighted to be involved in McVitie’s first ‘masterbrand’ campaign in over 10 years.

The first stage of their master ‘True Originals’ campaign is ‘bring back the biscuit break’ after research they commissioned found that ‘70% of overworked employees take less than 15 minutes’ worth of breaks a day.’ A biccy and a cuppa are a duo that have been found to encourage moments of connection of between colleagues and boost employee productivity.

To help them achieve their mission of bringing back biscuit breaks, we worked with none other than actress and singer Martine McCutcheon to front the campaign.

Martine is best-known for playing Tiffany Mitchell in EastEnders from 1995-1998 but it was her role of the Prime Minister’s tea lady (and later love interest) Natalie in Love Actually that not only brought her cinematic stardom but also made her extremely relevant for this McVitie’s campaign!

The actress helped kick-start the major campaign with branded content in The Sun and Fabulous Magaizine in the hopes to inspire Brits to reinstate their ‘biccy breaks’. In the content, Martine joined McVitie’s at Park Lane Stables – an award-winning charity and Riding for the Disabled Association centre – to film some very special footage.

In the content Martine explained why McVitie’s have launched this nationwide campaign before surprising a number of the stable’s employees with a much-deserved tea break. It emphasised the comfort biscuits can bring to hard-working people and further enhanced the campaign’s messaging.

Right, we’re off to raid the biscuit tin!

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