McVitie’s has joined forces with charity initiative Time to Change to promote conversations around mental health on Time to Talk Day (7 February 2019).

The brand is supporting the event by donating 12,000 £1-off vouchers to be redeemed against its products at all grocery and convenience retailers nationwide from 7 February 2019.

The vouchers will be included in Time to Change’s ‘Chatter Boxes’ – physical boxes filled with resources, tips and tricks designed to facilitate conversation around mental health, and distributed to thousands of workplaces and community groups around the UK.

“The McVitie’s brand purpose is about enabling everyday moments of real human connection. That’s why getting behind Time to Talk Day, which promotes open and honest conversations about mental health, was so important to us. What better way to get people talking over a cup of tea and the nation’s favourite biscuit,” said Emma Stowers, brand director for McVitie’s at Pladis UK&I.

Jo Loughran, director of Time to Change added:We are delighted McVitie’s is contributing to our Time to Talk Chatter Box initiative, helping us provide the right tools for people to open up to mental health problems, talk and to listen.

“We believe biscuits are one of the perfect ingredients to help break the ice and potentially start difficult conversations, so this tie-up truly feels like the perfect fit.”

In 2017, McVitie’s owner Pladis signed the Time to Change Employer Pledge and, last year, committed to training all its line managers in the UK on mental health by the end of 2019.