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McVitie’s win ‘sweeet friends’ on-pack promo

Monday February 16, 2015 at 12:03pm
United Biscuits (UB) is offering consumers a chance to win their very own McVitie’s sweeet friend character, representing one of the four animals featured in the hugely-popular McVitie’s sweeet TV ads. UB has invested £3 million in the on-pack promotion, including a fresh burst of television advertising, as part of its broader commitment to help drive continued growth in the biscuit category. The competition will feature on over 35 million packs across 36 different biscuit and cake SKUs. This includes the majority of the McVitie’s range, including household favourites such as McVitie’s Chocolate Digestives, the number one product within the UK sweet biscuit category, Digestives, HobNobs and Rich Tea. Each pack will contain a unique code which consumers send in to UB via text to find out instantly whether they are one of 3.5 million potential winners. There is a one in 10 chance of a code being a winning one. There will also be a number of no-purchase-necessary opportunities to win a McVitie’s sweeet friend character spanning across the McVitie’s website, social media and media promotions. Brought to life through significant investment in a range of eye-catching promotional material for retailers, such as bespoke shippers and in-store point of sale material, the on-pack offer will also be supported by a fully integrated TV, PR, and social media campaign, which launched last week. The McVitie’s sweeet campaign aims to portray the emotional response associated with everyday biscuit eating moments. McVitie’s claims its value share of the total biscuit market rose to 26% as of September 2014, more than three times its nearest competitor. Sarah Heynen, marketing director of Sweet Biscuits at United Biscuits, says: “We experienced a fantastic response to the McVitie’s sweeet campaign last year and received a lot of feedback from consumers about how much they loved our animal characters. With a one in 10 chance of taking a sweeet friend home, we are confident the promotion will build further excitement about the McVitie’s brand.”
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