United Biscuits has launched a £1m TV advertisement for McVitie’s Victoria Biscuit selection as part of its ‘Sweeet’ campaign.

The advert features a cast of 11 animals to reflect the variety of milk, white and dark chocolate biscuits in the Victoria range.

Creatures such as a pug, a piglet and a hedgehog are seen emerging from the Victoria selection box as a family sit-down at Christmas time.

Sarah Heynen, marketing director for sweet biscuits at United Biscuits, said: “Bringing Victoria to TV screens this Christmas is the culmination of what has been an extremely successful year for McVitie’s, following the launch of our masterbrand strategy early in 2014. Our value share of the total biscuit market rose to 26% in September 2014, more than three times the share of our nearest competitor [Nielsen to w/e 06.09.14]. The latest campaign aims to tap into consumers’ love for McVitie’s and the Victoria range, whilst supporting our continuing efforts to drive growth into the category.”

Following investment by UB in packaging technology, Victoria’s packaging format has two re-closable foil film trays, individually wrapped to retain freshness.

Watch the "Sweeet" advert below: