United Biscuits is looking to boost brand loyalty across its biscuit portfolio with a new collect-and-reward scheme called The McVitie's VIP Club.

The long-term activity kicks off on 16 August and runs for 12 months across 360 million McVitie's packs, including Digestives, Jaffa Cakes, Penguins and Hobnobs, and will backed by a £2.5m above-the-line marketing campaign.

UB is offering a range of Tea Break Treats prizes, including McVitie's branded merchandise, discounted magazine subscriptions and kettles, to consumers who send in on-pack codes to the McVitie's website.

Entrants can either claim smaller prizes or build a collection of points in order to receive bigger rewards, such as digital radios and designer teapots, said UB.

"The promotion is designed to cement McVitie's association with the tea break, encourage consumers to choose McVitie's over other biscuit brands and, above all, give fans and loyal buyers of McVitie's guaranteed rewards," said Sarah Heynen, marketing director of sweet biscuits at UB.

"More than 90% of British households buy McVitie's biscuits every year, so there is great potential for loyal consumers to build up a collection of points and claim some great prizes, and also help retailers to grow their biscuit sales," she added.

The marketing push will include a new McVitie's website, point-of-sale advertising and a television campaign scheduled to break later this year.

Sales of McVitie's products have risen 3% to £281.9m over the past year [Nielsen 52w/e 22 May 2010].