This is the longer version of the Bonkers for Biscuits TV ad -- for the on-pack sales promotion campaign created by Wax.

The Grocer | 12.09.09

The new ad by Publicis for Bonkers About Biscuits, the sales promotion (on-pack) campaign devised by Wax Communications for McVitie’s has been awarded the ‘Ad of the week’ accolade!

Business & Leadership (Ireland) | 02.09.09

The new sales promotion (on-pack and digital) campaign for McVitie’s which is running in the Republic of Ireland has been picked up by Business & Leadership.

Institute of Leadership & Management | 01.09.09

The research conduscted by McVitie’s into Britains tea break habits has been picked up bu the ILM.

The research was undertaken in tandem with the launch of the new on-pack campaign by Sales Promotion Agency Wax Communciations.

Guardian.co.uk | 27.08.09

The Guardian has picked upo on the Bonkers About Biscuits campaign.

And again – this article has generated considerable  consumer comment …

United Biscuits | 26.08.09

How do you eat your biscuit?

Do you sink your teeth into the last Jaffa Cake or leave it for your boss?

Would you dip your chocolate digestive on a date?

When is the best time to take a biscuit break?

Research out today shows the UK is fiercely divided over the top time to eat a biscuit, with ‘Biscuit O’Clock’ falling between 3 and 4pm (for 19.6% of people polled) or 10 and 11am (19.5%).

But the real ‘crunch time’ was determined to be 3:10pm, with school ending and teachers, kids and even parents all
resorting to a quick and much needed pick-me-up.

According to the McVitie’s Bonkers About Biscuits report, our ‘Biscuit-iquette’ depends on whether we are eating them on our own or in public. Nearly half of us enjoy dunking biscuits in a hot drink in private (48.4%), or admit to scoffing them down fast and consuming most of the packet (15.9%).

In public however, many changed their approach, taking fewer and smaller bites when consuming their favourite biscuit and one-in-six people surveyed (15.5%) say they would never eat biscuits in business meetings.

When it comes to sharing, four-in-five Brits are willing to offer their last biscuit to others, however
nearly a quarter (24.6%) would kick themselves if someone actually accepted the offer!

Peter Kay (11.4%) was the favourite celebrity to share a packet of biscuits with, while Barack Obama came a close second at (10.5%). It also seems Brits are unable to keep their hands off biscuits in even the strangest places, including the bed (34%), the bath (17%) and even a swimming pool!

And finally, after a bad day at work or an emotional break up, it’s the good old-fashioned chocolate digestive that tops the list for comfort (42.8%), closely followed by a chocolate HobNob (23.7%) and Jaffa Cakes (23.5%), while chocolate chip cookies (21.9%) and shortbread (21.5%) complete the top five favourites.

Sarah Heynen, from McVitie’s who commissioned this survey said:

“It is clear that everyone has their own quirky habits when it comes to biscuits. Biscuits fill many roles from giving you a mid-afternoon boost to sharing with a friend over a nice cuppa.

“How we choose to enjoy our favourite varies vastly from area to area and between the different ages and sexes, but one thing is sure, people are not about to get tired of biscuits anytime soon.”

Chairman of the Biscuit Appreciation Society added:

“With a big passion for biscuits myself, McVitie’s Chocolate Digestives being my favourite, it has been really interesting to see what the McVitie’s Bonkers about Biscuits survey has uncovered and has proven that people out there are just as fanatical about biscuits as me.”

And the results in detail:

National

Favourite biscuit was chocolate digestive (21.9%)

Biscuit O’Clock is 3:17pm

66.1% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

5.9% would take the final biscuit on a shared plate without hesitation

East

Favourite biscuit was chocolate digestive (22.0%)

Biscuit O’Clock is 2:45pm

63.8% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

5.6% would take the final biscuit on a shared plate without hesitation

London

Favourite biscuit was chocolate digestive (22.8%)

Biscuit O’Clock is 3:45pm

69.6% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

3.2% would take the final biscuit on a shared plate without hesitation

Midlands

Favourite biscuit was chocolate digestive (24.5%)

Biscuit O’Clock is 2:49pm

63.9% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

7.9% would take the final biscuit on a shared plate without hesitation

North East

Favourite biscuit was chocolate digestive (25.5%)

Biscuit O’Clock is 1:45pm

63.6% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

12.7% would take the final biscuit on a shared plate without hesitation

North West

Favourite biscuit was chocolate digestive (21.3%)

66.7% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

5.5% would take the final biscuit on a shared plate without hesitation

Northern Ireland

Favourite biscuit was Jaffa Cake (18.8%) and shortbread (18.8%)

Biscuit O’Clock is 2:30pm

37.5% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

18.8% would take the final biscuit on a shared plate without hesitation

Scotland

Favourite biscuit was chocolate digestive (17.1%)

Biscuit O’Clock is 3:57pm

61.3% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

7.2% would take the final biscuit on a shared plate without hesitation

South East

Favourite biscuit was chocolate digestive (22.3%)

Biscuit O’Clock is 3:34pm

72.5% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

3.3% would take the final biscuit on a shared plate without hesitation

South West

Favourite biscuit was chocolate digestive (19.1%)

Biscuit O’Clock is 2:33pm

67.1% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

7.2% would take the final biscuit on a shared plate without hesitation

Wales

Favourite biscuit was chocolate digestive (23.9%)

Biscuit O’Clock is 2:45pm

67.2% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

3.0% would take the final biscuit on a shared plate without hesitation

Yorkshire

Favourite biscuit was chocolate digestive (23.4%)

Biscuit O’Clock is 2:59pm

64.5% would tell a colleague before a meeting if there were biscuit crumbs around their mouth

5.6% would take the final biscuit on a shared plate without hesitation

Publicis | 25.08.09

The TV ad for the Wax ‘Bonkers About Biscuits’ campaign for McVitie’s, and produced by Publicis, are now being run.

Get the latest Flash Player to see this player.

Netimperative | 19.08.09

The Bonkers About Biscuits campaign for McVitie’s is covered by Newimperative, saying “Wax spearheaded the creative concept” for the campaign.

The Drum | 18.08.09

The Bonkers About Biscuits campaign is covered by The Drum …

Wax Communications – Press Release | 12.08.09

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: