The drive, which breaks next month, is inspired by British consumers' love of biscuits. Entitled ‘Bonkers about Biscuits', it comprises an eight-week daily giveaway of £5,000 backed by a TV ad campaign and targeted radio.
The promotional packs will be available from 16 August for a limited period. To enter the daily prize draw to win a share of £5,000, consumers have to enter a bespoke code from the back of a promotional pack along with their favourite McVitie's biscuit on www.bonkersaboutbiscuits.com to be in with a chance to win. It will keep track of the votes via a game show themed creative.
To tie in with the website, the TV campaign, on air from September, will feature a Bonkers game show host surrounded by biscuits receiving phone votes from the public to identify the UK's most preferred biscuit.
Sarah Heynen, marketing director of sweet biscuits at United Biscuits, said: ‘The campaign will look to unite the UK, as consumers up and down the country argue the merits of their favourite McVitie's biscuits.'
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