United Biscuits has announced a partnership with BBC Worldwide to launch a new on-pack promotion featuring a character from one of the broadcaster’s most successful series.
The savoury snack brand Twiglets will adopt the name Stiglets in honour of The Stig from Top Gear. The packaging will also be redesigned with The Stig’s image for a limited period, offering consumers the chance to win one of 40 personal lap experiences around the motoring programme’s test track.
It follows the announcement of a new look for the Jacob’s brand. Last week, we reported that United Biscuits had introduced a new logo and design revamp for the brand, which incorporates the Twiglets product range.
Ted Linehan, director of savoury brands at United Biscuits, said: “Our partnership with Top Gear for this one-off range is another fun initiative to engage people with the much loved Twiglets brand. Twiglets are unique with a loyal and enthusiastic following, and we hope the Stig effect will help to drive further excitement in the brand. We think the offer of a race round Gambon and Hammerhead corners with the mysterious man himself will prove extremely popular with consumers.”
The promotional packs are being rolled out across a range of retailers in a number of size formats, including 150g sharing pack, 6-bag multipack and £1 price-marked pack, with competition entries closing at the end of November.
The campaign will be supported by branded shippers, social media activity and advertising in February’s edition of Top Gear magazine.
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