United Biscuits (UK) is to launch a rewards scheme for its McVitie’s brand biscuits. McVitie’s VIP Club will offer consumers the chance to claim tea break treats, using a unique code, or to build up a collection of points in order to claim larger rewards. The firm claims it will be the first-ever consumer biscuit collect and reward scheme.

The scheme will run across 360 million packs of McVitie’s biscuits, including McVitie’s Digestives, Jaffa Cakes, Hobnobs and Penguin, in its first year, with the VIP Club packs available from 16 August.

Each pack will feature a code which the consumer can input at www.mcvities.co.uk/vipclub. The ‘tea break treats’ include discounted magazine subscriptions, designer tea pots, kettles and digital radios as well as McVitie’s branded merchandise.

The new reward scheme is part of a £2.5m marketing campaign by the firm, which includes a TV advertising campaign, consumer PR, the launch of a new McVitie’s website and point-of-sale activity.

“The promotion is designed to cement McVitie’s association with the tea break, encourage consumers to choose McVitie’s over other brands and, above all, give fans and loyal buyers of McVitie’s guaranteed rewards for them to enjoy,” commented Sarah Heynen, marketing director of sweet biscuits at United Biscuits.