Food giant United Biscuits is unveiling a £12 million campaign to relaunch its McVitie's brand, including a huge marketing drive.
The company said it was the biggest campaign of its kind for United Biscuits, moving most of the firm's sweet products under the McVitie's brand.
Chief executive Martin Glenn said: "Our masterbrand campaign for McVitie's is the result of 12 months of extensive customer research in which we aimed to get to the heart of the emotional role biscuits play in our lives.
"McVitie's has come to represent 40% of the everyday biscuits market in the UK. The new campaign aims to tap into consumers' love for these brands as well supporting our efforts to drive growth for the category."
The campaign includes new adverts and marketing.