United Biscuits is dispatching its gang of ‘Sweeet’ animals to the nation’s homes with the launch of four cuddly toys based on its McVitie’s marketing campaign.
The Digestive Puppy, Chocolate Digestive Kitten, Jaffa Cakes Tarsier and BN Owlet – which all appeared in TV ads last year – will now feature in a competition on 35 million packs across the McVitie’s biscuit and cake range.
Each pack will contain a unique code that consumers text to UB to find out whether they have won one of the 3.5 million toys being given away. This will be accompanied by a number of ‘no-purchase’ chances to win a toy via the McVitie’s website and social platforms.
The campaign involves a new TV ad – the sixth since the McVitie’s ‘masterbrand’ launch at the start of last year – which sees a pair of window cleaners overcome with awws after spotting the toys in a shop window. The clip will debut tonight during Coronation Street and run for three weeks.
“We experienced a fantastic response to the McVitie’s Sweeet campaign last year and received a lot of feedback from consumers about how much they loved our animal characters,” said Sarah Heynan, director of sweet biscuits at UB. “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.”