Biscuit maker starts first loyalty programme
Scheme to offer rewards via 360 million packets
Biscuit manufacturer McVitie’s is launching its first ever loyalty scheme.
The McVitie’s VIP Club scheme will reward consumers for buying its products by giving them “tea break treats” that enter unique codes found on every pack on a new McVitie’s website.
The UK company says the new scheme will run across 360 million packs of its biscuits in the 12 months starting from August 16, including McVitie’s Digestives, Jaffa Cakes, Hobnobs and Penguin.
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. Rewards on offer include discounted magazine subscriptions, designer tea pots, kettles and digital radios as well as McVitie’s branded merchandise.
Before rewards can be claimed, consumers have to register on www.mcvities.co.uk/vipclub and create a personal account.
The rewards scheme 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.
Sarah Heynen, marketing director of Sweet Biscuits at United Biscuits, commented: “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.”