United Biscuits boss on emotional role of biscuits
4 February 2014 Last updated at 11:33 GMT
United Biscuits - which owns brands such as Jacobs and McVitie's - is spending £12m rebranding the business.
Chief executive Martin Glenn told BBC Breakfast the campaign came about after a year of research that found biscuits evoked childhood memories, "images of warmth, comfort, sociability, sharing".
"The challenge we've got at McVitie's is that, whilst we're the biggest in the UK, we're facing a lot more foreign competition... so we need to up our game."