United Biscuits has teamed up with Top Gear to transform its Twiglets snacks into ‘Stiglets’ for a limited period.
Named for the TV show’s mystery racing driver The Stig, the temporary rebrand will run across the 150g sharing pack, six-pack multipack and £1 price-marked option. Packs will offer consumers the chance to win one of 40 laps around the Top Gear test track alongside The Stig.
“Our partnership with Top Gear for this one-off range is a fun initiative to engage people,” said United Biscuits savoury brands director Ted Linehan. “We hope the Stig effect will help to drive further excitement in the brand and think the offer of a race round Gambon and Hammerhead corners with the mysterious man himself will prove extremely popular with consumers.”
The launch will be supported with posts on The Stig and Top Gear Facebook pages and advertising in the February edition of Top Gear Magazine.