McVitie’s is back with a virtual kitty

25 February 2016

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Because everyone loves cats and apps.

McVitie's UK has launched a new app as part of the latest push in its 'sweeet' campaign as it eyes a younger audience.

The iKitten app sees the return of the famous British blue kittens and gives you your very own kitten you can dress up, play with, take selfies with, and share the your friends. It's the cutest kitten you’ll ever fit on your phone.

A new advert, an extension of the current two-year campaign, has also been created to support McVitie’s Chocolate Digestives.

It is set in student halls and follows the story of a nervous young man during his first day at university. As other students enter the room, he reaches for a packet of McVitie’s Chocolate Digestives found in his suitcase, a surprise from mum to help him on his first day. As the packet is unwrapped to share with his new friends, the moment transforms to reveal a series of cute, snuggly kittens, set to the theme tune of the 1984 film Beverly Hills Cop, Axel F.

UB Sweet Biscuits marketing director, Sarah Heynen said: “After the fantastic response to our McVitie’s sweeet™ masterbrand campaign launched in 2014, we’ve decided to refresh the successful McVitie’s Chocolate Digestives advert by creating a new story, which continues to celebrate the everyday biscuit eating moment."

Earlier this year the company said it plans its enhance its digital presence, targeting a younger demographic as part of a review of its media strategy.

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