United Biscuits (UB), has launched two new initiatives – a new TV advert and the new McVitie’s iKitten app.

The advert is a continuation of the two year McVities sweeet campaign, and the McVitie’s iKitten app is the first digital initiative of its kind for the biscuit brand.

The sweeet campaign has been created to support McVitie’s Chocolate Digestives. The ad sees the return of the British Blue kittens seen in the last advert released – they also star in the McVitie’s iKitten app.

The app is an augmented reality app created in partnership with Grey London, which will enable consumers to create, personalise and share their own McVitie’s sweeet British Blue kitten via their mobile phone.

UB’s sweet biscuits marketing director, Sarah Heynen said: “After the fantastic response to our McVitie’s sweeet masterbrand campaign launched in 2014, we’ve decided to refresh the successful McVitie’s Chocolate Digestives advert by creating a new story, which continues to celebrate the everyday biscuit eating moment, made that little bit better with a Chocolate Digestive.”

“The kittens are back to evoke the same feeling and emotional response to that of eating a simple McVitie’s biscuit, and we’re excited to give everyone the opportunity to have their very own sweeet virtual kitten with the launch of the McVitie’s iKitten app.”

Sweeetest ever ad break

In another first McVitie’s and the UK, the “sweeetest ever ad break” has been created with Channel 4’s creative solutions team. It will feature” some of the most adorable stars from ads currently on British screens”. The bespoke ad break will air exclusively tonight (19 February) during the first episode of the new series of Gogglebox at 9.10pm on Channel 4.