2026 Gold Winner
100 years of McVitie’s Chocolate Digestives: The biscuit birthday that took over Britain
The Challenge
When McVitie’s Chocolate Digestives turned 100, the challenge wasn’t simply to mark a milestone, it was to re-energise the UK around McVities at a time when inflation was pushing consumers toward cheaper copycat alternatives. The brand needed to reconnect the nation with the original biscuit and rebuild the shopper journey from awareness to conversion.
The Strategy
Designed as a full-funnel campaign, the strategy sparked brand fame at the top, strengthened recognition through the mid-funnel, and converted at the bottom. Working with Capture, the campaign spanned 38 channels across five major retailers, with a single cohesive creative identity running throughout.
Execution and Innovation
OOH, digital and experiential formats ignited national visibility. Retailer digital and social placements reinforced the message. The mechanic “Win 100 every 100 minutes” became the conversion engine , in and around retail spaces, brought to life through bold, golden creative inspired by the plain digestives pack. Spotify Audio was added as an upper-funnel touchpoint, reaching consumers in non-traditional retail environments.
Results
McVitie’s 100 Years showed how creativity, retailer collaboration and data-driven planning can work together across the entire funnel, delivering commercially meaningful results that outperformed historical benchmarks.
Judges’ Verdict
“A definitive full-funnel retail campaign that set a new benchmark for large-scale coordination, seamlessly connecting 38 distinct touchpoints across five major retailers.”
“This omnichannel approach didn’t just drive shoppers from awareness to purchase, it delivered commercially meaningful results that solidified the power of truly connected retail media.”
Thanks to our 2026 sponsors
Adtraction is a leading partner marketing platform that helps brands across Europe increase their sales at a predictable cost, while enabling partners to monetise their content and traffic. The company works with brands across multiple industries, ranging from e-commerce to financial services. With a user-friendly platform, Adtraction connects brands with a diverse range of marketing partners, from influencers and media houses to apps, tech platforms and comparison sites. The company was established in 2007 and is headquartered in Stockholm, Sweden, with offices in 12 countries across Europe.
Agenica builds AI marketing employees for brands and media agencies. Unlike generic LLMs, Agenica employees operates on live competitive activity—ads, creative and channel signals, plus a company’s internal KPIs and decision frameworks. It converts that into role-specific recommendations and ready to use briefs: what changed, why it matters, and what to do next.
Atolls helps millions of consumers make smart spending decisions online. These consumers engage with our shopping destinations, including Hotukdeals and over 40 other deal communities, cashback platforms, and coupon sites, throughout their purchase journeys. We enable advertisers to engage with high-intent audiences when and where it matters the most.
Blue Light Card is the UK’s number one discount service for emergency services, NHS, social care workers and armed forces.
With more than three million members across the UK, Blue Light Card works with over 16,500 partners including the likes of Spotify, Toby Carvery, Hotels.com, Cineworld, Sky, EE and Halfords, providing savings, discounts and benefits that often aren’t available to the general public. In 2022 alone, Blue Light Card holders saved over £250 million on everything from holidays and days out to groceries and utilities.
Membership to Blue Light Card for access to all online deals and discounts is quick and easy by registering online at www.bluelightcard.co.uk. A card costs £4.99 and is valid for two years.
There for those that are there for all of us.
Partnerize is the only partnership management solution powering growth for marketers seeking high-quality, scalable subsidies to primary channels through end-to-end software & comprehensive service. Partnerize joined forces with Pepperjam and Brandverity to establish the leading global solutions provider for affiliate marketing and partner automation including brand monitoring and compliance. Partnerize serves 1,800 enterprise and mid-market clients worldwide, driving more than $10B in transactions via their relationships with an ecosystem of 750,000+ partners, including 250,000+ influencers. Partnerize services clients across industries including retail/e-commerce, D2C, travel, finance, telecom, subscriptions and gaming.
The #1 CSS partner for peak performance.
Redbrain is a UK-based CSS partner dedicated to helping online retailers unlock incremental sales by getting their products in front of high-intent shoppers. Founded in 2016 and now recognised as Europe’s #1 Comparison Shopping Service (CSS) partner by volume, we combine advanced AI-driven technology with hands-on expertise to drive billions in additional sales on a CPA basis. We work as an extension of our partners teams, enhancing product visibility across Google Shopping, Microsoft Ads and leading price comparison sites. At Redbrain, we’re focused on transparent, measurable growth that complements existing marketing strategies and maximises ROAS.