United Biscuits UK is launching a £2m marketing campaign behind its core biscuits brand, McVitie's, including an eight-week long daily £5,000 giveaway where consumers enter by voting for their favourite biscuit online.

The marketing campaign, ‘Bonkers about Biscuits’ also includes a high profile TV advertising campaign and targeted radio and print PR programme.

Running across McVitie’s biscuit varieties including McVitie’s Digestives, Jaffa Cakes, HobNobs and Penguin, promotional packs will be available from August 16th for a limited period.

To enter the daily prize draw for a chance to win a share of £5,000, consumers enter a unique code from promotional packs and name their favourite McVitie’s biscuit at www.bonkersaboutbiscuits.com.

The site also features games and an interactive quiz to engage consumers, plus a Bonkers Billboard which gives visitors the opportunity to win a hamper of their favourite McVitie’s biscuit by stating what lengths they have gone to, to eat one of the brand’s biscuits.

Advertising will use Bonkers game show-themed creative, and will a call to action inviting consumers to express how ‘Bonkers about Biscuits’ they are by entering the on pack promotion.