Leeds agency drives sales for Wagon Wheels


Promotional marketing agency Cat Among The Pigeons has developed a major on-pack promotion for Wagon Wheels featuring BBC Top Gear and the famous racing driver Stig!

Renamed ‘Stig on Wheels’ for the promotion, this exciting campaign will feature in the UK and Eire across millions of multipacks of Wagon Wheels Original and Wagon Wheels Jammie from early March.

The on-pack promotion runs until 31 May 2021 and gives the chance to win amazing Top Gear prizes provided by BBC Studios, including the chance to have a thrilling track day drive with the Stig! A total of 30 fans will have the drive of their life when they travel to the Top Gear track at Dunsfold Aerodrome in Surrey later this summer for a lap with the enigmatic racing driver. A further 100 runners up will receive a BBC Top Gear Magazine subscription, courtesy of Immediate Media.

Cat Among The Pigeons also created a microsite (www.stigonwheels.com), to allow consumers to enter the promotion easily which validates purchase, allocates prizes and provides full terms and conditions. In addition, entrants from Eire are required to complete a timed skill challenge in compliance with local promotional law.

Sonya Gonzalez Mier, marketing manager at Burton’s Biscuits, said: “BBC Top Gear is the perfect brand fit for our Wagon Wheels audience and adds huge excitement to the brand, offering a unique mix of thrilling adventures! We’re confident the chance to win a track experience with the Stig will really stand out in category and encourage shoppers to give it a go.”

Paul McGann, founder of Cat Among The Pigeons added “as a life-long fan of both Wagon Wheels and Top Gear I have to say this campaign has been an absolute pleasure to work on. I just wish I were able to enter the promotion!”