We created a first-of-its-kind shopper promotion for McVitie's & PG Tips, bringing two iconic British brands together around the much-loved tea break occasion.

The work tapped into the comfort and familiarity of tea and biscuits, helping land a simple cross-category message at shelf and reminding shoppers of McVitie's role in everyday moments of warmth, comfort and connection.

Rolling out across grocery and wholesale, the campaign supported off-shelf feature space and key McVitie's SKUs during peak tea and biscuit season.