McVitie's Brand Activation & Experiential Event Graphics
ARC’s presence raised our profile and stole the shows!
ARC’s presence raised our profile and stole the shows!
A hundred years of McVitie’s is not something you mark with a standard ad campaign. It called for a moment- something people would stop for, photograph, and remember for years. So, the brand took over one of London’s recognisable public spaces to celebrate it properly.
ARC UK partnered with Landsec and McVitie’s on the experimental event graphics behind that 100th anniversary activation at Piccadilly Lights and Below The Lights. Almost every surface visitors touched was part of what ARC UK delivered.
Large format print, environmental graphics, window displays, floor graphics, branded installations, directional signage – none of it was treated as a standalone asset. This prestigious project was built and installed within a limited timeline, and visitors moved through something that felt whole rather than stitched together.
The outcome was genuinely eye-catching and unique, so it went viral on social media. It caught the attention of influencers and turned a walk through Piccadilly into a small piece of McVitie’s story.
Planning a high-impact brand activation? Speak with ARC UK’s specialists.
| Project Detail | Information |
|---|---|
| Industry | FMCG & Consumer Packaged Goods |
| Client | Landsec & McVitie’s |
| Service Provided | Experiential Event Graphics & Brand Activation |
| Location | Piccadilly Lights & Below The Lights, London, United Kingdom |
| Project Type | Large Scale Public Brand Activation |
| Turnaround | Delivered within the live event programme |
| Key Challenge | Transforming multiple public spaces into one cohesive immersive brand experience within a demanding installation schedule |
| Key Outcome | Successfully delivered a memorable activation that increased brand visibility, visitor engagement and campaign impact |
McVitie’s needs little introduction in the UK- Chocolate Digestive alone have been a household favourite for generations. Marking the brand’s 100th anniversary meant going bigger than a typical campaign, so McVitie’s teamed up with Landsec to put together a landmark public activation right in the heart of central London.
The campaign was built around Piccadilly Lights and the below The Lights venue, mixing immersive experiences with influencer engagement and public jobs to do- honour a century of McVitie’s heritage, while still feeling fresh, modern and easy to share.
With an activation of this scale and visibility, there wasn’t much margin for error. The graphics had to be flawless and the installation seamless- anything less would have undercut the visitor experience the moment was meant to deliver.
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Piccadilly is one of London’s busiest, most watched destinations, and that came with real pressure. Every stage of this project required careful planning, close coordination, and execution that left no room for slip-ups.
The opportunity itself added another layer of complexity. Several very different environments had to be pulled together into one seamless brand experience, with every printed element -from the smallest signage to the largest installation- holding to the same standard of quality throughout.
Key challenges included:
Because thousands of visitors would experience the activation first-hand, every printed element had to perform flawlessly from both close range and at distance.
ARC UK handled the project from production through to final installation, ensuring every visual element enhanced the customer journey and created real engagement. That meant working closely with stakeholders at every stage- staying involved as decisions were made and details were refined.
It’s this combination that made the timeline work- strong creative production paired with installation planning that left little to chance, so every stage of the activation came together on schedule.
Large format graphics formed the foundation of the activation, creating bold visual impact throughout the venue.
Using premium print materials and colour-managed production processes, ARC UK ensured every graphic reflected McVitie’s established brand identity while delivering exceptional image quality.
The venue was transformed into an immersive branded environment using a combination of:
Each installation helped guide visitors through the experience while reinforcing the campaign theme at every stage.
Triple-layer Lintec window graphics were produced and installed to maximise visibility without compromising the appearance of the venue.
These graphics delivered vibrant colour, premium finish and excellent durability throughout the campaign.
Branded floor graphics and directional signage helped visitors move naturally through the activation while encouraging interaction with key experience zones.
The combination of practical navigation and creative storytelling improved the overall visitor journey and reinforced campaign messaging.
ARC UK also produced a wide range of supporting display materials, including:
Together, these elements created a consistent visual language across every customer touchpoint.
Installation was carried out by ARC UK’s experienced graphics specialists, ensuring every printed element was perfectly aligned, securely fitted and presented to the highest standard.
Quality checks throughout the installation ensured the activation was fully prepared before launch, allowing the event to open exactly as planned.
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Every successful graphics campaign depends on various factors- careful planning, flawless execution and close collaboration between creative, production and installation teams. For the McVitie’s centenary celebration, ARC UK managed each stage of the project to ensure the activation was delivered on time and to the highest standard.
Working alongside Landsec and McVitie’s, ARC UK reviewed the campaign objectives, installation programme and venue requirements. Every graphic application was carefully planned to maximise visual impact while supporting the visitor journey.
All artwork was prepared for large format production with meticulous attention to colour accuracy, resolution and material suitability. Print specifications were carefully managed to ensure consistency across every graphic application.
Using advanced large format printing technology, ARC UK produced a complete range of branded materials, including fabric backdrops, wall graphics, floor graphics, window graphics, directional signage and promotional displays.
Every component underwent strict quality checks before leaving production.
As the installation took place in London’s busiest public destinations, logistics were carefully coordinated to reduce disruption and meet the event schedule.
Production, transportation and installation teams worked together to ensure every element arrived exactly when required.
ARC UK’s installation specialists transformed the venue with precision, fitting every graphic to create a cohesive brand environment across Piccadilly Lights and Below The Lights.
Every installation was completed to a premium finish while maintaining the demanding programme deadlines.
Before launch, the entire activation was inspected to ensure every graphic met McVitie’s brand guidelines and ARC UK’s quality standards.
The finished environment was fully prepared to welcome visitors, influencers and media from day one.
What the McVitie’s 100th anniversary campaign really showed is what’s possible when experiential graphics are done properly- a public space turned into something people actually wanted to stop and engage with, not just walk past. Strong creative production, the right materials, and installation that held up under real scrutiny all had to come together for that to happen.
For ARC UK, it meant helping mark a century of one of Britain’s most iconic brands in a way that matched the occasion- in one of London’s most recognisable locations, with an activation that people noticed, interacted with, and remembered.
Beyond creating an eye-catching event, the activation delivered tangible value for the campaign.
The project helped:
Planning an experiential campaign? ARC UK can help turn your creative vision into a memorable brand experience.
“We are extremely happy with the quality and finished result of the signage and installation package. ARC’s consultative approach and willingness to add value made awarding them the contract an easy decision. They always deliver, and communication throughout the project was excellent. We look forward to working with ARC UK again and would not hesitate to recommend them.” – Gary Dudley, Senior Construction Manager, Overbury Major Projects
When delivering live events and brand activations, experience matters. ARC UK provides end-to-end project delivery that helps businesses create memorable environments while maintaining quality, consistency and programme deadlines.
Our capabilities include:
Whether you’re planning a product launch, retail activation, exhibition or public event, ARC UK delivers graphics that help brands stand out and connect with their audiences.
Whether you’re launching a new product, celebrating a milestone or planning a large-scale public activation, ARC UK can help you create immersive event graphics that capture attention and leave a lasting impression.
From concept development and large format printing to expert installation and project management, our team delivers tailored solutions that bring ambitious ideas to life.
Contact ARC UK today to discuss your experiential event graphics and brand activation requirements.
