McVitie’s urges biscuit break with new £1 million giveaway

Global snacking company pladis is building on the success of its 2023 Bring Back the Biscuit Break campaign with a £1 million "The Great Biscuit Break Bonanza" giveaway.

Featuring prizes for both consumers and convenience retailers for six weeks from 15th April, the Great Biscuit Break Bonanza will roll out across 26 bestselling McVitie’s products, all featuring a simple "Buy Scan Win" on-pack mechanic.

Top prizes will include a break from bills via cash giveaways, beach breaks and staycations, while mid-tier prizes will offer free breaks from stress, cooking and cleaning, with prizes including spa breaks and food deliveries. There will also be thousands of money-off coupons to be won, so winning shoppers can sit down and enjoy their favourite McVitie’s biscuits with a nice, relaxing cuppa.

The campaign will be promoted across radio, paid and organic social, and shopper marketing.

As part of this year’s campaign, McVitie’s is also offering independent retailers the opportunity to get their hands on thousands of their own cash prizes every time they purchase three cases of participating McVitie’s products.

Launching as part of McVitie’s True Originals Masterbrand platform – which the brand debuted at the beginning of 2023 – The Great Biscuit Break Bonanza will, once again, remind consumers that when it comes to biscuits, McVitie’s is the unrivalled category leader.

“After the success of our Bring Back the Biscuit Break campaign last year – which helped us to double sales growth during the campaign – we wanted to remind the nation that taking a well-deserved break should be part of everyone’s daily routine,” explains James King, Marketing Director – McVitie’s at pladis UK&I.

“Our mission is to encourage as many people as possible to take a breather, and we’re doing this by offering a huge mix of different break-related prizes. From biscuit breaks to holidays abroad, we're confident that the prizes up for grabs will grab the attention of biscuit lovers everywhere."

The Great Biscuit Break Bonanza follows hot on the heels of a number of successful launches and campaigns for McVitie’s over the past six months, including the brand’s award-winning "There is Only One" TV ad – featuring Sir Trevor McDonald – which recently returned to screens for a second wave after debuting last autumn.

Meanwhile, McVitie’s White Chocolate Digestives – the biggest launch in biscuits of the last two years, and already worth £7.6M six months after launching – will be among the McVitie’s products featuring The Great Biscuit Break Bonanza on pack.

“McVitie’s is going from strength to strength, with value sales currently growing +14% , so we’re confident that the launch of The Great Biscuit Break Bonanza will fuel the nation’s appetite for our biscuits even further,” added King.