United Biscuits (UB) is offering consumers a one in ten chance to win a McVitie’s sweeet friend character, representing one of the four animals featured in the McVitie’s sweeet adverts.

UB has invested £3m in the on-pack promotion, including television advertising, as part of its broader commitment to help drive continued growth in the biscuit category.

The competition will feature on over 35 million packs across 36 different biscuit and cake SKUs. This includes the majority of the McVitie’s range, including McVitie’s Chocolate Digestives, Digestives, HobNobs and Rich Tea.

Each pack will contain a unique code which consumers send in to UB via text to find out instantly whether they are one of 3.5 million potential winners. There will also be a number of no-purchase-necessary opportunities to win a McVitie’s sweeet friend character spanning across the McVitie’s website, social media and media promotions.

The on-pack offer will also be supported by a fully integrated TV, PR, and social media campaign.

Sarah Heynen, marketing director of Sweet Biscuits at United Biscuits, commented: “We experienced a fantastic response to the McVitie’s sweeet campaign last year and received a lot of feedback from consumers about how much they loved our animal characters. With a one in 10 chance of taking a sweeet friend home, we are confident the promotion will build further excitement about the McVitie’s brand, providing a fun initiative for retailers to take to their customers, and helping to boost engagement with the broader biscuits category.”

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