Pladis-owned biscuit brand McVitie’s has rolled out a £1m giveaway campaign across its 26 bestselling products, offering both consumers and independent retailers the chance to win prizes.
Entitled ‘The Great Biscuit Break Bonanza’, the six-week promotion involves a simple ‘Buy Scan Win’ on-pack mechanic displayed on featured items including Digestives and Hobnobs varieties.
Top prizes on offer include cash amounts, beach breaks, and staycations, while mid-tier prizes include spa breaks and food deliveries. Thousands of money-off coupons for McVitie’s biscuits are to be won too, contributing to the £1m total prize pool.
Independent retailers are also given the opportunity to win cash prizes every time they purchase three cases of participating McVitie’s products.
The campaign is being promoted across radio, paid and organic social, and shopper marketing. It forms the latest part of McVitie’s £7.8m ‘True Originals’ Masterbrand platform, which debuted at the beginning of 2023 and included the ‘Bring Back the Biscuit Break’ campaign starring TV and film actor Martine McCutcheon.
“McVitie’s is going from strength to strength”
James King, marketing director – McVitie’s at Pladis UK&I, noted that last year’s campaign helped the brand double sales growth, going from 11% up to 22% according to Nielsen data for the eight weeks to May 2023.
“We wanted to remind the nation that taking a well-deserved break should be part of everyone’s daily routine,” commented King.
“Our mission is to encourage as many people as possible to take a breather, and we’re doing this by offering a huge mix of different break-related prizes. From biscuit breaks to holidays abroad, we’re confident that the prizes up for grabs will grab the attention of biscuit lovers everywhere.”
The ‘Great Biscuit Break Bonanza’ also follows on from McVitie’s ‘There is Only One’ TV ad featuring Sir Trevor McDonald, which recently returned to screens for a second wave after debuting last autumn.
“McVitie’s is going from strength to strength, with value sales currently growing +14% [NielsenIQ MAT data up to 30 March 2024], so we’re confident that the launch of The Great Biscuit Break Bonanza will fuel the nation’s appetite for our biscuits even further,” added King.
McVitie’s has continued to innovate within the sweet treat category. It launched new Eton Mess and Lemon Meringue cake bar flavours back in March, selection boxes under its McVitie’s Victoria sub-brand near the end of last year, and the Rockin’ Raspberry Jaffa Cakes over the summer. It added that its White Chocolate Digestives is the biggest launch in biscuits of the last two years, already worth £7.6m in the six months since debut, as per NielsenIQ data to 17 February 2024.
Pladis also own bakery brands Carr’s, Go Ahead!, Flipz, BN, and Jacob’s, the latter of which came out with two new limited-edition varieties of Mini Cheddars – Cheddar & Roasted Tomato and Smoked Cheddar – in February.
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