McVities – Chocolate Digestive Experience

To celebrate a century of the iconic Digestive, McVitie’s launched its most ambitious multimillion-pound campaign to date. The centerpiece was the “Chocolate Digestive Experience,” an immersive takeover located directly beneath London’s Piccadilly Lights. This public activation bridged the brand’s 100-year history with modern innovation, featuring a historical walk-through, a customizable biscuit bar, and interactive “spin to win” zones.

To drive social engagement, the space included a dedicated photo booth and hosted a star-studded launch with celebrities like Amanda Holden and Roman Kemp. The event was designed to turn a classic household name into a high-impact, shareable moment in the heart of the city.

I was responsible for the graphic design of display items around the site, including the internal branding and the large-scale window display graphics that drew the public into the experience.