United Biscuits (UB) is offering consumers a one in ten chance to win their very own McVitie’s “sweeet” friend character, representing one of the four animals featured in the hugely popular McVitie’s adverts of last year. UB has invested £3m in the on-pack promotion, including television advertising, “as part of a 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, with household favourites such as McVitie’s Chocolate Digestives, 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 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.
PoS material for retailers, such as bespoke shippers and in-store point of sale material is also available, and the on-pack offer will also be supported by a fully integrated TV, PR, and social media campaign, launching this week.
The “sweeet” campaign aims, says UB, “to portray the emotional response associated with everyday biscuit eating moments.”
This latest ad campaign is the first of 2015 and follows on from a “monumental” year for the McVitie’s brand, which saw its value share of the total biscuit market rise to 26% as of September 2014.
Sarah Heynen, UB’s marketing director of weet biscuits, commented: “We experienced a fantastic response to the ‘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, providing a fun initiative for retailers to take to their customers, and helping to boost engagement with the broader biscuits category.”
You can view the new TV ad here: New “sweeet” advertising