McVitie’s is partnering with mental health charity Mind to launch a new campaign aimed at promoting positive mental health by encouraging people across the UK to get talking.

The ‘Let’s Talk’ partnership kicked off with the unveiling of new consumer research from YouGov, commissioned by McVitie’s and Mind, that will reveal the nation’s talking habits and the importance of having meaningful conversations. As part of the partnership, McVitie’s will also support Mind with the opening of eight new Time to Change Hubs and training hundreds of new Mind champions in the UK.

Supported by in-store partnerships with leading retailers and 7,000 convenience and impulse outlets, the campaign will include offering shoppers the chance to gift almost five million complimentary packs of biscuits to loved-ones – with the goal of giving people an excuse to get together and get talking over a cup of tea and a biscuit. Attention-grabbing in-store POS will also be displayed to promote the message and remind shoppers why it’s good to talk.

A variety of events and activities throughout May and the coming months, including on-ground activations around National Biscuit Day on 29 May and instore launches with major retailers in June, including Tesco, Waitrose, Co-op, Asda and Sainsbury’s.

“Our partnership with Mind is the biggest initiative in our business right now and we want it to have as big of an impact as possible. So it’s fantastic to have the support of some of the UK’s biggest retailers to promote the simple, yet impactful message around the importance of talking for our mental wellbeing – and what better way to do that than over a biscuit and cuppa,” said Nick Bunker, Managing Director at pladis UK&I, owner of McVitie’s.

McVitie’s partnership with Mind follows the success of its ‘Sweeter Together’ Masterbrand campaign, which explored the importance of real human connections to show how the simple, seemingly trivial, act of sharing a pack of biscuits plays an important role in bringing people together and aiding conversations.

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