Brand releases

McVitie's to reward Consumer loyalty with launch of the McVitie's VIP Club

Date: 20-07-2010

McVitie's to reward Consumer loyalty with launch of the McVitie's VIP Club

 

United Biscuits UK, a leading manufacturer of biscuits, snacks and cakes, is set to launch its first ever consumer biscuit collect and reward scheme. Entitled the ‘McVitie’s VIP Club’, the scheme will reward consumers for choosing McVitie’s by giving away tea break treats to consumers that enter unique codes on a new McVitie’s website.
 
Points Mean Treats
Running across 360 million packs of McVitie’s biscuits in the first year, including McVitie’s Digestives, Jaffa Cakes, Hobnobs and Penguin, the McVitie’s VIP Club packs will be available from the 16th August. Each pack will have its own unique code that consumers will be directed to input onto www.mcvities.co.uk/vipclub to claim tea break treats. Consumers can either claim smaller prizes or they can build a collection of points in order to claim bigger and better rewards. Tea break treats on offer include discounted magazine subscriptions, designer tea pots, kettles and digital radios as well as McVitie’s branded merchandise.
 
Website Registration
Before tea break treats can be claimed, consumers simply have to register on www.mcvities.co.uk/vipclub 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. Retailers should stock up immediately to take advantage of the increased demand this scheme will generate for the full McVitie’s range.
 
Marketing Support
The McVitie’s VIP Club is part of a £2.5m marketing campaign that includes a TV advertising campaign, consumer PR, the launch of a new McVitie’s website and point of sale activity in-store to drive awareness.
 
McVitie’s Rewards For Everyone
Sarah Heynen, Marketing Director of Sweet Biscuits at United Biscuits, comments: “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. Retailers should ensure they stock the full range of McVitie’s rolled wrapped biscuits such as Digestives and Hobnobs, bars like Penguin and multipacks to ensure they capitalise upon the increased demand.”

 

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