Wax Communications has created an integrated campaign that asks the nation what their favourite McVitie’s biscuits are.

The activity, called ‘Bonkers about Biscuits’ asks biscuit lovers to vote for their favourite Mcvitie’s biscuit for their chance to instantly win a share of £5,000 every day.

Wax spearheaded the Bonkers for Biscuits’ creative concept that has driven an above the line campaign, produced by Publicis, that first airs on 1st September.

The 8-week instant-win on pack promotion starts on August 17. Consumers enter their pack details online at www.bonkersaboutbiscuits.com, along with the name of their favourite McVitie’s biscuit, to see instantly if they have won 1 of 50 cash prizes everyday ranging from £50 to £1,000.

The website implemented by digital agency InBox, also features a forum where consumers can have their say on why they love their favourite biscuit, with an additional weekly prize awarded to the best comment.

Wax Creative Director Phil Pawsey says:

“We found people are really passionate about their favourite biscuits and we‘re encouraging them to debate this online when they enter the competition.  It’s a real fun campaign that gets people smiling.”

Sarah Heynen, Sweet Biscuits Marketing Director of United Biscuits, says:

“Biscuits are part of our national culture, and everyone has their favourite. We expect McVitie’s Bonkers about Biscuits to engage the public, and it’s just the kind of diversion the nation needs to brighten their day at a time when it’s all a bit doom and gloom. We are expecting it to be a real winner for all involved.”

Nic Sanders, United Biscuits Account Director at Wax, adds:

“The promotion is a great way to reward all the loyal McVitie’s consumers and also help establish the brand, in the heartland of new generations”

For more information please contact:

]]> http://www.waxcomms.com/blog/index.php/2009/08/12/mcvities-bonkers-about-biscuits-2/feed/ 0 http://www.waxcomms.com/blog/index.php/2009/08/03/hula-hoops-big-campaign/ http://www.waxcomms.com/blog/index.php/2009/08/03/hula-hoops-big-campaign/#comments Mon, 03 Aug 2009 08:00:33 +0000 Editor http://www.waxcomms.com/blog/?p=1571 Forecourt Trader | 03.08.09

New Marketing campaign for the nation’s favourite biscuit…

United Biscuits UK, a leading manufacturer of biscuits, snacks and cakes, is set to launch a massive £2m marketing campaign for the nation’s favourite biscuits brand, McVitie’s.  The marketing campaign, beginning in August, draws inspiration from British consumer’s love of biscuits. Entitled ‘Bonkers about Biscuits’, the initiative comprises of an 8 week daily giveaway of £5,000, interactive website, a high profile TV advertising campaign and targeted radio and print PR programme.

Vote for your favourite to Win!

Running across favourite McVitie’s biscuit varieties including McVitie’s Digestives, Jaffa Cakes, HobNobs and Penguin, the promotional packs will be available from the 16^th August for a limited period, so retailers should get stocked up early. To enter the daily prize draw to win a share of £5,000, consumers simply have to enter a bespoke code from the back of a promotional McVitie’s pack of biscuits along with their favourite McVitie’s biscuit on www.bonkersaboutbiscuits.com to be in with a chance to win. All winners will be notified immediately and also contacted by email and monetary prizes dispatched with 28 working days. The interactive website will keep track of the votes via a game show themed creative, highlighting which biscuit is indeed the nation’s favourite!

Bonkers Billboard – Just for Fun!

Not only are there games for consumers to engage with on the site but there is also an interactive quiz so that visitors can find out what the perfect biscuit is for them!  The Bonkers Billboard gives visitors the opportunity to win a hamper of their favourite McVitie’s biscuit by stating what lengths they have gone to, to munch on a McVitie’s Ginger Nut, Rich Tea or even a Milk Chocolate HobNob!

TV Game Show hits screens in September!

To tie in with the website, the TV campaign will feature a Bonkers game show host surrounded by biscuits receiving phone votes from the public to identify what the UK’s most preferred biscuit is. The frenzied advert closes with a call to action inviting consumers to express how ‘Bonkers about Biscuits’ they are by entering the McVitie’s on pack promotion and being in with a chance to win their share of £5,000. On air from the 1^st of September the advertising creative will be on TV screens for four weeks.

PR – with a little help from the Biscuit Appreciation Society!

Throughout August and September the McVitie’s Bonkers about Biscuits campaign will be supported by a targeted print and radio PR programme that uses the Chairman of the Biscuit Appreciation Society as the spokesperson. On hand to analyse the results of a nationwide survey to unveil the UK’s complex biscuit eating habits, he will take part in a radio roadshow and print media interviews.

Everyone loves McVitie’s

Sarah Heynen, Marketing Director of Sweet Biscuits at United Biscuits, comments:

“We are extremely excited about the ‘Bonkers about Biscuits’ campaign which encompasses our leading McVitie’s varieties. The nation’s love of biscuits never seems to wane, especially for our McVitie’s brand. With sales up 6.3% year on year, this growth figure is outstanding for a brand that is 117 years old proving that McVitie’s biscuits remain relevant to consumers of all ages. The campaign will look to unite the UK, as consumers up and down the country argue the merits of their favourite McVitie’s biscuits. Retailers shouldn’t miss out on this increased exposure and get stocked up on the full McVitie’s range to see the sales and profit opportunity soar.”

N.B. The McVitie’s brand was launched in 1892 and is now worth a staggering £423m. Source:  AC Nielsen MAT w/e 24^th April 2009

Wax Communications swept the board at the ISP 2009 awards, picking up the Grand Prix and three Gold awards for ‘The Big Book Bank’ campaign devised for Waterstone’s to encourage children to read and share books.

Wax collected the ISP Grand Prix 2009 award along with the ISP Gold for Retail, Home Shopping and E-commerce award, the ISP Gold for Art Direction & Copywriting award and the ISP Gold for Social Responsibility award.

This adds to the previous awards for this campaign, namely the Revolution Innovation Award 2009: Winner – Retail Category and alsothe awrad by Promotions & Incentives: Winner – Most effective online mechanic 2008.

Phil Pawsey, Creative Director at Wax Communications, said:

“It would have been all too easy to create a run of the mill voucher scheme. Our creative solution was to imagine the scheme as a ‘bank’ with old books being deposited and new ones withdrawn. We saw the initiative as a living, breathing machine with books and vouchers being pumped out. Kids tell us they love it and we’re very proud of how the scheme extends the life and reach of books among kids. “

Sophie Boston, Wax Communications Senior Account Manager, says:

“The Big Book Bank has delivered on all fronts from redemption targets, participation rates and now industry awards. It has engaged teachers, children and parents through fun, integrated, online, in-store and classroom activity. We are delighted that Waterstone’s has decided to run ‘The Big Book Bank’ again in 2009 and are hoping for an even greater response.”

Waterstone’s Childrens Marketing Planner says:

“‘The Big Book Bank’ is a great example of a modern integrated campaign.

It has delivered commercially to Waterstone’s and to the school community, helping us in our mission to encourage children to discover the joy of reading.

We will extend the reach of the promotion this year and hope to see The Big Book Bank continue to out-perform its targets and help more children read for pleasure.”

This year the scheme is running throughout June and July and hopes to involve 2,000 schools.

It has won several awards since it launched last September including Most Effective Online Mechanic 2008 (Promotions and Incentives Magazine) and Best Retail Campaign at the Revolution Awards.

Last year, the direct marketing campaign to 23,000 UK primary schools produced an immediate redemption rate of 8.2% (against a target redemption rate of 5%).

The estimated number of kids who took part was in excess of 200,000.

A 10% discount voucher achieved a 1.6% redemption rate and delivered a significant sales benefit for publishers as well as for the bookstore chain.

The mechanic will remain the same for this year: Primary schools across the country will receive a leaflet telling them how to sign up for The Big Book Bank scheme online at www.thebigbookbank.co.uk.

Children at participating schools will receive a voucher for a new, free book from Waterstone’s in return for bringing their own books in to school and depositing them in ‘The Big Book Bank’.

Pupils will be encouraged to write a review of their book before it is put in The Bank and then sent to the school library for other children to share.

www.thebigbookbank.co.uk serves as a ‘hub’ where kids can visit to play interactive games, teachers can use their own ‘staff room’ and parents can relax in a virtual ‘living room’.

Those schools who sign up will receive a Big Book Bank display kit including posters to use in their school, illustrating how The Big Book Bank works, as well as recommended reads leaflets and vouchers for the children.

Teachers will be able to download lesson plans and activity sheets and a letter to send home to parents explaining the scheme, from the website. There will also be fun games for the target audience of 8 to 11 year olds to play on the site.

Key financial

• Turnover of £121.3 million (2008 restated: £137.8 million) representing a 6% reduction on a like for like basis

• Revenue of £64.0 million (2008 restated: £68.0 million) representing a 3% reduction on a like for like basis

• Headline EBITDA of £3.7million (2008 restated: £3.3 million) representing a 14% increase on a like for like basis

• Headline Operating Profit of £2.3 million (2008 restated: £1.6 million) representing a 44% increase on a like for like basis

• Reported Operating Profit after exceptional items of £3.9 million (2008 restated: Operating Loss £13.1 million)

Launched on May 13th 2009, the promotion will help drive traffic to the newly launched brand website at mccoys.co.uk.

To enter, consumers simply need to enter their on-pack code by text or visit mccoys.co.uk to be immediately told whether they are a winner or not.

The campaign runs from 13th May to 30th September and is featured across all handypacks, multipacks and McCoy’s Tortilla sharing bags in the UK and Republic of Ireland.

Dave Littlewood, McCoy’s account manager at Wax Communications, comments:

“The main consumer of McCoy’s is young men, who isn’t necessarily the person doing the weekly supermarket shop. So our main challenge was to offer prizes that appealed to both of these key audiences. We’re confident the promotion offers the right mix of prizes to activate people – for shoppers to make a purchase and for consumers to participate.”

The McCoy’s Brand Manager comments:

“The daily aspect of the promotion will keep it fresh and should keep consumers coming back for more.”

The on-pack campaign created by Wax Communications follows the success of last year’s ‘Summer to Remember’ promotion and builds upon Müllerlight’s “Eat Happily Ever After (TM)” brand positioning as a feel-good healthy food choice.

Launched on 5^th May, this promotion forms part of the £1.5m integrated campaign across TV, web and in-store.

There are 400 top prizes of New York City breaks to be won instantly. The winner and three of their friends can visit the Big Apple and make the most of city’s shopping, bars and restaurants with £2000 spending money.

To enter, consumers simply visit mullerdairy.co.uk/winwithmullerlight and enter their unique reference code found inside promotional packs of Müllerlight to be immediately told if they’re a winner.

In addition, the promotion will give all participants a night out closer to home, with guaranteed discount offers inside every pack. Consumers can choose one of three: 30% off the food bill at Prezzo Italian restaurants, a free night’s stay when you wine and dine at Ramada Jarvis hotels, and 2 for 1 Ceroc dance lessons. To redeem one of these offers, consumers must present the promotional leaflet found inside packs on arrival at their venue.

The campaign is running in the UK and the Republic of Ireland.

The Brand Manager on Müllerlight, comments:

“This promotion has been driven by our belief that life’s too short for faddy diets and so we are encouraging our consumers to enjoy a light-hearted approach to food and life.”

Vicki Barnett, Senior Account Manager at Wax Communications, comments:

“We are again creating a stop in the aisle moment for Müllerlight.  Inspired by enjoying time with your friends, through our research, we discovered the ultimate girls’ holiday was a guilt-free trip to New York – and we are providing this through our main prize. The third party offers provide the guaranteed reward element that will drive frequency and loyalty.”

The Big Book Bank initiative, which has received excellent feedback at pilot stage, will give children at participating schools a voucher for a new, free book from Waterstone’s in return for bringing their own books in to school and depositing them in ‘The Big Book Bank’.

Pupils will be encouraged to write a review of their book before it is put in The Bank, and then sent to the school library for other children to share.

The scheme launches in September 2008 when 23,000 primary schools across the country will receive a leaflet, telling them how to sign up for The Big Book Bank scheme online at thebigbookbank.co.uk.

Those schools who sign up will then receive a Big Book Bank display kit including posters to use in their school, illustrating how The Big Book Bank works, as well as recommended reads leaflets and vouchers for the children.

Teachers will be able to download lesson plans and activity sheets and a letter to send home to parents explaining the scheme, from the website.

There will also be fun games for the target audience of 8 to 11 year olds to play on the site.

Sophie Boston, Senior Account Manager at Wax, says:

“The scheme has received fantastically positive feedback from teachers, children and parents where it has piloted and we are sure it will be a huge success nationally.

Having created and developed the Active Kids promotion for the last four years for Sainsbury’s, we have gained extensive knowledge, know-how and resources to create and deliver engaging and community focused promotions that deliver brand building kudos to the company behind it.

The Big Book Bank is a great example of how everyone can benefit from a well-conceived and executed promotion.”

Waterstone’s Children’s Marketing Planner says:

“Waterstone’s wanted to create an initiative to encourage kids to read for fun and to share their love of reading with their friends in a practical way.

The aim is to encourage their further interest by offering a new book to enjoy.

We are delighted with Wax’s all- round expertise in masterminding and delivering this comprehensive scheme which we are confident will prove popular among teachers, kids and parents.”

The award-winning brand promotions agency has designed and delivered two teacher’s packs, one for primary school kids and the other for secondary school kids, which work in tandem with a resource-filled website, and present useful and curriculum-friendly information from which teachers can plan healthy cooking lessons.

The bright, bold, modern, ‘lifestyle’ design for the pupil-focussed packs, developed by Wax, takes a dynamic ‘scrap-book approach’, with colourful cut-outs, ‘stuck in’ photography and ‘note pad recipes’.  The easy to use, young, fresh design achieves a balance between the  functionality of the collateral and aesthetics and succeeds in reflecting the school environment.

Wax has also re-designed the motivational ‘Get Cooking’ award certificates for pupils and a recruitment flyer to accompany the packs.

The re-brand aims to distinguish ‘Get Cooking’ as an educational resource by steering away from Sainsbury’s and Active Kids branding, while retaining the look and feel of the award-winning Active Kids 08 scheme.

A spokesperson for Sainsbury’s says:

“The guides provide a valuable and complete resource for educating children about healthy eating through great cooking activities that provide inspiration for lively lessons, and we wanted that delivered in a bright, fun and relevant way which the rebrand does. We’re delighted and we’re sure schools and kids will be too.”

The A4, 24 page guides will be available from the end of June to teachers who register at the website.

Wax’s work for Sainsbury’s Active Kids won industry recognition again last month, picking up an ISP Gold.

The new style Active Kids 08 (AK08), which launches on 14 February, also goes global for the first time offering participants the opportunity to collect vouchers for packs of sports equipment to donate to schools in developing countries.

Schools/Scouts and Guides groups can also donate vouchers to an Active Kids fund where schools participating in the Youth Sport Trust’s TOP Programmes can apply to the fund for a TOP Activity Pack.

Also new this year is the opportunity to attend PGL multi activity day camps and Active Kids has added 100s of new activity initiatives and items of cooking equipment to the range.

The Active Kids 08 (AK08) website has also been refreshed to offer a highly user-friendly experience and provide facilities such as a forum and easier ways to browse the online catalogue and create an order.

The new-look Welcome Packs, designed and created by Wax, will arrive at schools/groups at the end of January and for the first time include a 1 in 3 chance for those participating to instantly win a major prize.

These include:

• a visit from Olympic Gold medallist Dame Kelly Holmes, who will once again be involved with the scheme this year

• Active Kids make-over for nurseries worth 25,000 AK vouchers

• 3 adventure courses/camps (PGL) for schools

• 1 of 10 signed Guinness Premiership rugby shirts

• 1000s of 100 Active Kids vouchers

This year’s scheme aims to engage even more teenagers. With this in mind, Wax has produced a bespoke catalogue which features equipment and active experiences to appeal to this specific target.

Schools/Groups will be able to use vouchers for tickets to see their rugby, netball and basketball heroes in action or to ‘buy’ dance, fitness and martial arts training at their own venues from local coaches.

The live match tickets on offer are the result of new partnerships between Sainsbury’s and the Rugby Football Union, Premier Rugby and England Netball, England Basketball.

These augment Active Kids existing partnerships with a range of organisations including Youth Sport Trust, Girlguiding UK, The Scout Association, Mend (Mind, Exercise and Nutrition, Do it), PGL, The English Schools Athletic Association, The British Nutrition Association and The Design and Technology Association.

Rod Geoghegan of Wax Communications says:

“Active Kids is now in its fourth year and continues to go from strength to strength.

It has grabbed the imagination of everybody, from the organisations and individuals who make it happen, the schools and groups who join it, the parents who collect the vouchers and the kids who get to try new active equipment and experiences.

In short it’s an all round success and, with this year’s refreshed look and feel and new redemption opportunities, the scheme promises to deliver even more.”

A spokesperson for Sainsbury’s says:

“Every year we’re amazed by the success of this scheme. In year one the public raised a fantastic £17m worth of equipment and experiences.

In year two, they took it to an incredible £34 million.And last year they smashed this, taking it to £52 million. Active Kids has really come of age: it’s bursting with ideas and inspiration for all ages, abilities and interests and we’re delighted with its amazing development.”