Client: McVitie's
In 2025, as part of the McVitie’s 100th anniversary, we turned a simple, everyday habit into a nationwide debate: are McVitie’s Chocolate Digestives meant to be eaten chocolate-side up or chocolate-side down? What began as a small behavioural insight became a low-budget, earned-first PR moment that dominated headlines and flooded social feeds. By seeding the debate credibly and allowing the public and media to take ownership, PR helped turn a century-old biscuit into front-page news — delivering more than 1 billion editorial reach. A simple question. A nation divided. A very sweet result.
