McVitie's ‘Take a biscuit break’ campaign

McVitie’s Biscuit Break with Tesco boosted sales by 47% and doubled customer engagement, turning biscuits into moments of connection and wellbeing.

McVitie’s first teamed up with Mind in 2019 with their nationwide ‘Let’s Talk’ campaign, reaching an incredible 99% of the UK and encouraging vital conversations about mental health.

Building on that success, they’ve kept the momentum going with their ‘Biscuit Break’ campaign, now in its third year. Along the way, McVitie’s has raised over £400,000 for Mind - proving that a tea break can help change lives.

Our story so far

In 2023, McVitie’s launched the Biscuit Break campaign exclusively in Tesco. The Mind logo featured on Chocolate Digestives, Original Hobnobs, and Penguin Bars in 500 stores. The campaign encouraged customers to take a moment to check in with each other over a Biscuit Break.

McVitie’s ran a ‘buy a pack, gift a pack’ promotion. For every pack purchased, customers could gift a free pack to a friend. In-store activations included Tesco radio, aisle banners, signage, and roadshows.

The campaign delivered strong results. Featured products saw a 47% sales increase, and customer engagement doubled in year two. McVitie’s also engaged Tesco colleagues.

McVitie’s also engaged Tesco colleagues. Staff received biscuit sample boxes and bespoke conversation assets for World Mental Health Day. This encouraged them to connect and take a moment for wellbeing.

The campaign boosted McVitie’s brand while engaging both customers and employees. It turned a simple biscuit into a moment of connection and fun. It showed how small actions can make a big impact on mental wellbeing.

The campaign has continued to perform well year on year. This includes its latest iteration in 2025 which saw a successful collaboration with influencer ‘Mug of life’.