The structure, made using more than 500 individual boxes, gave shoppers the chance to pick up a last-minute gift. McVitie's said it gave away close to 3,500 personalised dad boxes in celebration of Father’s Day.
Research by McVitie’s showed that two thirds (57%) of Brits claimed Father’s Day is the annual event they are most likely to forget, whereas mum’s birthday is most likely to be remembered (53%).
The research suggested that more than half of dads just wanted a card or small token gesture (56%), while a third (39%) wanted it to be food-related.
Kerry Owens, McVitie’s brand director, said: "When we found out how often dads are forgotten on Father’s Day we knew we had to do something to help celebrate the unsung heroes – so we’ve created a huge McVitie’s Jaffa Cakes billboard, giving away nearly 3,500 personalised ‘dad’ boxes to help people make their dad’s day go just that little bit better!"
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here