The campaign, which reinforces the brand's current ad strapline 'the sign of a better biscuit', will give consumers the chance of winning over 10,000 prizes from 拢5 to 拢10,000.
The promotion will run across the McVitie's Chocolate Digestives range, Chocolate HobNobs, Digestives, HobNobs and Rich Tea Biscuits and will go live in September for 10 weeks, with consumers offered a further 100,000 chances to win on a dedicated .
Press ads will support the campaign in women's weekly titles and regional radio, also created by Billington Cartmell.
Each execution in the ad campaign will build upon the search for cash prizes by replacing biscuits with cash, and there will be competitions in the local press in the promotional areas.
The promotion will also go in-store with branded merchandising and point-of-sale materials, with consumer multi-buy promotions across the range.
Mark Burgess, account director at Billington Cartmell, said: "The 'Better Biscuit by Half' campaign is deliciously brand-centric, rewarding consumers with large and small cash prizes to the value of 拢1m.
"The promotion will not only drive interest and purchase of the brand but will also drive the category as a whole, given McVitie's dominance in biscuits."
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