The McVitie’s VIP Club on TV
United Biscuits UK, is launching a brand new ‘McVitie’s VIP Club’ TV advertising campaign to support its first ever McVitie’s collect and reward scheme. The nation’s favourite biscuit brand will hit screens 13th September for three weeks and will encourage consumers to start collecting points from packs of McVitie’s biscuits to make their favourite biscuits even more rewarding.
Tea Break Treats – Bursting to Get Out!
The advert sees packs of McVitie’s biscuits shuddering, struggling and eventually transforming into a range of fantastic rewards that consumers can collect for when they join the McVitie’s VIP Club at www.mcvities.co.uk/vipclub. The advert features many family favourites including McVitie’s Chocolate Digestives, Hobnobs, Rich Tea, McVitie’s Jaffa Cakes and Penguin, all of which feature in this new scheme.
Points Mean Treats
Running across 360 million packs of McVitie’s biscuits in the first year, each pack will have its own unique code that consumers will need to input onto www.mcvities.co.uk/vipclub to join the club and claim tea break treats. Consumers can either claim smaller offers or they can build a collection of points in order to claim bigger and better rewards. The rewards on offer include iPods, digital radios, kettles, designer tea pots, music downloads, discounted magazine subscriptions, as well as a range of McVitie’s branded merchandise.
£2.5million Marketing Investment
In addition to the TV advertising campaign, the McVitie’s VIP Club will be supported by a consumer PR programme targeting women’s online media, the launch of a new McVitie’s website and point of sale activity in-store to drive awareness.
Bringing rewards to life
Sarah Heynen, Marketing Director of Sweet Biscuits at United Biscuits, comments: “The McVitie’s VIP Club advertising campaign has been designed to drive awareness of and recruitment to the loyalty scheme. Biscuits are still one of the nation’s most talked about subjects and this advertising will create further buzz about the category, which is currently worth £2.2 billion and growing by 3%.
“Retailers should ensure they stock the full range of McVitie’s roll wrapped biscuits, such as McVitie’s Digestives and Hobnobs, bars like Penguin and multipacks to ensure they capitalise upon the demand the increased awareness will drive.”