Project Showcase
To celebrate a century of Chocolate Digestives – one of Britain’s most beloved snacks – McVitie’s rolled out an unforgettable brand activation in the heart of London.
This high-impact, multi-day pop-up event, which took place beneath the iconic Piccadilly Lights at Landsec’s Below the Lights venue from May 2nd to 5th, 2025, brought the spirit of the brand to life with immersive experiences, creative storytelling, and innovative print and production design.
As a leading partner in event and experiential design, we were proud to deliver end-to-end production and print services that transformed the space into a biscuit lover’s dream. From interactive zones to bold branded visuals, our team handled everything from concept execution to onsite install – capturing public imagination and turning a heritage brand into a contemporary experience.
Highlights included:
A DIY Digestive Bar, where guests could build their perfect biscuit
A timeline walkthrough showcasing McVitie’s rich brand history
Mosaic artwork of British cultural icons – made entirely from digestives
A London Eye light show that took the celebration nationwide
Interactive games, biscuit giveaways, chocolate-dripping stair vinyls, and custom loyalty cards
The event launched with an exclusive press and influencer preview night, creating online buzz and media coverage across the UK. Over the next few days, thousands of guests streamed through, cementing the activation as a high-profile moment in the British Brand Calendar.
The Experience
This wasn’t just a marketing event – it was an immersive journey through 100 years of British food culture. Visitors were welcomed into a whimsical biscuit-themed wonderland, filled with family-friendly activities and nostalgic storytelling.
What We Delivered
Our creative production team worked across every visual and tactile element of the event, crafting a unified and immersive brand experience. This involved:
Colour-matched wall vinyl’s in McVitie’s distinctive brand colours
Biscuit-inspired stair graphics, layered with gloss finishes to mimic dripping chocolate
Triple layer ink printed onto Lintec’s premium optically clear film, offering full branding impact while maintaining natural light
Custom floor graphics leading visitors through various themed zones
Fabric photo backdrops, decorative panels, and printed media walls
Dibond and foam board signage to aid navigation and enhance storytelling
Polypropylene pillar wraps to extend branding throughout the venue
Ingredient displays, 300gsm tent cards, and bespoke loyalty cards
Printed menus and over 3,000 giveaway A3 posters
Industry Relevance & Impact
This project wasn’t just a milestone for McVitie’s — it was a powerful demonstration of how creative production can elevate brand storytelling in the UK’s competitive retail and FMCG sectors. The activation tapped into multiple industry verticals, including:
Retail & FMCG: Reinforcing heritage while driving modern engagement
Print & Events: Showcasing the role of innovative print in creating immersive experiences
Tourism & Leisure: Encouraging footfall in a central London venue with family-friendly appeal
Media & PR: Leveraging design to maximise visual impact across broadcast and social media
Ultimately, we helped transform a beloved biscuit into a cultural event – proving that with the right space, story, and creative execution, even the simplest product can generate a national interest and a cultural buzz.
