We Are Social Wins McVitie's Multi-market Brief

Apr. 17, 2025

We Are Social has been appointed by international snacking giant, pladis, to handle the social media and influencer management for its McVitie’s brand across Germany, Switzerland, Italy and Sweden.

The company’s Amsterdam office, which will lead the McVitie’s brand work, kicks off activity with the launch of McVitie’s new brand platform, True Originals, across social media. True Originals is a celebration of the brand’s history and shines a light on the quality and craft that goes into every McVitie’s biscuit. 

McVitie’s is the name behind products such as Digestives and Hobnobs and has roots going back to the 1800s.

The multi-market win, means We Are Social will oversee social media brand strategy and content generation for McVitie’s aimed at driving increased user engagement. The content generation strategy features a significant increase in the number of collaborations with creators and influencers, something McVitie’s is looking to make greater use of as it looks to retain its position in the snacking category and grow its brand awareness among younger consumers.   

The partnership aims to reach four million unique users and improve brand sentiment across all category users. 

Sam Grischotti, Managing Director at We Are Social Amsterdam, said:

“McVitie’s is a household name, steeped in heritage with some truly iconic brands. The goal is to build on this reputation and create an even stronger presence across Europe. Social media provides the ideal platform to achieve this, especially as audiences increasingly engage with playful, unexpected, and comedic content. Something which is inherent to the DNA of the brand. Our strategy brings a fresh, fun spin to the McVitie’s "True Originals" platform, hopefully positioning it front and centre on Instagram and TikTok to grow its presence and give it the wider recognition it deserves across Western Europe and beyond."

 

McVitie’s Ian Soon, Head of Marketing – Europe & Developing Markets, added:

“The We Are Social team really impressed us throughout the pitch process, both from a chemistry and creative perspective. Their understanding of what McVitie’s needs and where it is as a brand, along with the international expertise and approach the team pitched is what truly sealed the deal for us. We hope this is the start of a long and fruitful partnership.”