Biscuit lovers are to be asked to ‘dunk for Britain’ in a new £1.3m campaign for McVitie’s.
The national event kicks off in September for an eight-week run and will include a tie-up with The Sun newspaper in a bid to discover the nation’s favourite McVitie’s dunking biscuit.
Other support will include in-store sampling and a travelling motorised branded sofa which will travel around the UK promoting the campaign.
Local radio promotions will also be featured and consumers will be directed towards a special website in order to register their vote.
Peter Utting, grocery trading director for brand owner UBUK, said some nine million people were expected to see the sampling activity, 8 million would read about and almost 2 million McVitie’s biscuits were set to be given away during the campaign.
He added: “The event will increase the profile of McVitie’s leading biscuit portfolio and fuel category growth.”