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Britain’s favourite snack food brand, McVitie’s, is calling on biscuit-lovers to get up close and personal as part of its latest real-life PR stunt.

With the winter blues still well and truly in situ, McVitie’s is giving visitors the chance to cheer themselves up with tea, biscuits and snugly seats at its pop-up café in London, all in exchange for a cuddle.

The brand, owned by United Biscuits, is keeping most of the stunt’s details under wrap, but it’s been rumoured that the experience will reflect the brand’s latest TV advertising campaign, which features heart-warming scenes of puppies and kittens crawling out of biscuit packets.

The advertising campaign – its first in 30 years – came as part of the brand’s £12 million revamp, which has already helped McVitie’s share of the biscuit market increase to 26 per cent.  The company’s revised approach to its combined PR and marketing campaigns will only capitalise on this increase, as the two complement each other well if executed correctly.

This is yet another exciting stunt from the company, which also opened a Jacob’s pop-up savoury ice-cream parlour last year, achieving coverage in the likes of the Daily Mail, The Independent and Metro.

We’ve already seen brands such as Birds Eye ask people for payment via Instagram and Twitter, but this is the first time an old-fashioned cuddle has been used as currency. As with most successful PR campaigns, social media will play a key role in the stunt, with McVitie’s coining the hashtag #sweeet to promote the activity.

Only time will tell if the stunt will be a success, but my eyes will certainly be fixed on its social media channels over the next week.

The McVitie’s Cuddle Café will be open at 52 Tottenham Street on 10 February between 8pm and 10pm, as well as on the 11 February between 11am and 8pm.