Pladis has launched a £1 million ‘The Great Biscuit Break Bonanza’ giveaway.

Featuring prizes for both consumers and convenience retailers for six weeks from 15 April, the ‘Great Biscuit Break Bonanza’ will roll out across 26 McVitie’s products, all featuring a ‘Buy Scan Win’ on-pack mechanic.

Top prizes will include a break from bills via cash giveaways, beach breaks and staycations, while mid-tier prizes will offer free breaks from stress, cooking and cleaning, with prizes including spa breaks and food deliveries. There will also be thousands of money-off coupons to be won, so winning shoppers can sit down and enjoy their favourite McVitie’s biscuits with a nice, relaxing cuppa.

As part of this year’s campaign, McVitie’s is also offering independent retailers the opportunity to get their hands on thousands of their own cash prizes every time they purchase three cases of participating McVitie’s products.

The campaign will be promoted across radio, paid and organic social, and shopper marketing.

“After the success of our Bring Back the Biscuit Break campaign last year – which helped us to double sales growth during the campaign – we wanted to remind the nation that taking a well-deserved break should be part of everyone’s daily routine,” said James King, marketing director – McVitie’s at Pladis UK&I. “Our mission is to encourage as many people as possible to take a breather, and we’re doing this by offering a huge mix of different break-related prizes. From biscuit breaks to holidays abroad, we’re confident that the prizes up for grabs will grab the attention of biscuit lovers everywhere.”