Parent company United Biscuits launched the McVitie’s VIP Club in July.
The ad campaign, which breaks on 13 September, aims to encourage consumers to collect points from packs of McVitie’s Chocolate Digestives, Hobnobs, Rich Tea, McVitie’s Jaffa Cakes and Penguin biscuits.
Consumers can then redeem the points against “tea break treats” including iPods, digital radios, kettles, designer tea pots, music downloads, discounted magazine subscriptions, as well as a range of McVitie’s branded merchandise.
The TV ad is part of a £2.5m marketing investment United Biscuits announced when the VIP Club was launched.
It will be supported by a consumer PR campaign targeting women’s online media, a new McVitie’s website and point of sale activity in-store.