United Biscuits UK is set to launch its first ever consumer biscuit collect and reward scheme, entitled the ‘McVitie’s VIP Club.’

The scheme will reward consumers for choosing McVitie’s by giving away tea break treats to consumers that enter unique codes on a new McVitie’s website.

The promotion will run across 360 million packs of McVitie’s biscuits in the first year, 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. Tea break treats on offer include discounted magazine subscriptions, designer tea pots, kettles and digital radios as well as McVitie’s branded merchandise.

Before tea break treats can be claimed, consumers simply have to register on www.mcvities.co.uk/vipclub and create a personal account. During the collect and reward scheme, consumers will have the option to be kept up-to-date on all the latest McVitie’s news.

The McVitie’s VIP Club 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, says: “The McVitie’s VIP Club is a scheme that is open to everyone, rewarding consumer loyalty to the McVitie’s brand, the nation’s favourite biscuit. 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.”