The scheme will reward consumers for choosing McVitie’s by giving away tea break treats to consumers that enter unique codes found on every pack on a new McVitie’s website.
It will be backed by a £2.5m marketing campaign that includes a TV ad, consumer PR, the launch of a new McVitie’s website and point of sale activity in-store to drive awareness.
McVitie’s says the loyalty scheme will run across 360 million packs of McVitie’s biscuits in the first year, including McVitie’s Digestives, Jaffa Cakes, Hobnobs and Penguin, from 16 August.
Consumers can either claim smaller prizes or they can build a collection of points. Tea break treats on offer include discounted magazine subscriptions, designer tea pots, kettles and digital radios as well as McVitie’s branded merchandise.
Before tea break treats can be claimed, consumers have to register and create a personal account. During the collect and reward scheme, consumers will have the option to be kept up-to-date on all the latest McVitie’s news through e-mail alerts.
Sarah Heynen, marketing director of sweet biscuits at parent company United Biscuits, says: “The McVitie’s VIP Club is another example of how United Biscuits is leading the biscuits category and creating promotional mechanics that have a strong appeal to consumers.
“The McVitie’s VIP Club is a scheme that is open to everyone, rewarding consumer loyalty to the McVitie’s brand, the nation’s favourite biscuit. The promotion is designed to cement McVitie’s association with the tea break, encourage consumers to choose McVitie’s over other brands and above all give fans and loyal buyers of McVitie’s guaranteed rewards for them to enjoy.”