United Biscuits and Bauer Media have agreed a six-figure sponsorship deal which will mean the launch of the McVitie’s Dunk Time initiative.
The partnership, negotiated by MEC Access, will see the full sponsorship of mid-morning shows on Magic, Orion and Bauer’s Place Station portfolio. Advertorials will also appear in Closer and Take a Break, as well as running on digital platforms such as the radio websites and Heatworld.
The concept of McVities Dunk Time, developed by marketing agency Wax Communications, will ask consumers to ‘brighten up your brew’ during a mid-morning cup of tea. Activity will also run across radio, women’s magazines, online and large scale national experiential activity.
Activity will also run on a Facebook site, where participants can wins prizes including luxury holidays, and mega mugs or play a number of online games.
The partnership will also include an on-pack promotion.
Sarah Heynen, marketing director for Sweet Biscuits, said; “Our new Dunk Time campaign aims to encourage consumers to brighten up their brew by enjoying a McVitie’s biscuit with their cuppa. The cross media partnership that MEC Access has set up for us will give us great visibility across radio, print and online media, and Bauer has a number of brands that are perfect to tap into McVitie’s’ key audience. This partnership ties in really well with the experiential and above the line campaigns and I’m sure the initiative will be a great success.”