McVitie's Chocolate Digestives aims for younger market with kitten app and TV ad

McVitie's has unveiled its branded app and new TV ad as the brand aims its crowd-pleasing "sweeet" campaign for Chocolate Digestives at a younger market.

The United Biscuits brand has launched iKitten, a smartphone app in which users can control their own virtual kitten by pointing their smartphone’s camera at a packet of Chocolate Digestives.

The app, created by GreyPossible, is being launched alongside a new ad for the campaign, which broke last night (19 February) during Gogglebox on Channel 4 at 9.10pm.

The 30-second spot, created by Grey London, follows a university student moving into halls of residence. When unpacking, he finds some McVitie’s Chocolate Digestives in his bag with a post-it note that reads "Good luck, love Mum".

Next, a group of students enter the room. When one girl opens the biscuits a kitten climbs out. Soon the room is full of kittens, to the delight of the group. Axel F, the theme tune to the 1984 film Beverly Hills Cop, plays. 

The scene then switches to the six of them eating a McVitie’s biscuit. A voiceover says: "McVitie’s Chocolate Digestives. The chocolatey snuggles of McVitie’s, sweeet."

The ad will feature as part of a custom 'sweeetest ever' ad break created by Channel 4’s in-house team, 4Creative, which consists of 10-second channel idents showing McVitie’s kittens playing with Channel 4’s iconic blocks. 

Called "university", the TV ad was art directed and copywritten by Howard Green at Grey, while the agency’s WPP stablemate MEC was responsible for planning and buying the media.

It was directed by Owen Trevor through Stink.

Sarah Heynen, the marketing director at United Biscuits sweet biscuits, said: "The kittens are back to evoke the same feeling and emotional response to that of eating a simple McVitie’s biscuit, and we’re excited to give everyone the opportunity to have their very own sweee virtual kitten with the launch of the McVitie’s iKitten app."

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