United Biscuits (UB) is giving consumers a one in 10 chance to win their very own McVitie’s sweeet friend character representing one of the four animals featured in the hugely popular 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 growth in the biscuit category.

The competition appears on over 35 million packs across 36 different biscuit and cake SKUs. Each pack contains 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.

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