United Biscuits has launched a new on-pack promotion offering consumers a chance to win their very own McVitie’s Sweeet friend character.

The promotion will feature on over 35 million packs across 36 different biscuit and cake SKUs including the majority of the McVitie’s range. There are four toys to be won, each representing one of the animals featured in the McVitie’s Sweeet adverts.

Each pack will contain a unique code which consumers send in to UB via text to find out instantly whether they are one of 3.5 million potential winners. There will also be a number of no-purchase-necessary opportunities to win a McVitie’s Sweeet friend character spanning across the McVitie’s website, social media and media promotions.

The brand has invested £3m in the on-pack promotion, including television advertising which launches today (11 February), as part of its commitment to help drive continued growth in the biscuit category.

There is also promotional material for retailers, including bespoke shippers and in-store point of sale material.

Marketing director of Sweet Biscuits at United Biscuits Sarah Heynen said: “We experienced a fantastic response to the McVitie’s Sweeet campaign last year and received a lot of feedback from consumers about how much they loved our animal characters.

“With a one in 10 chance of taking a Sweeet friend home, we are confident the promotion will build further excitement about the McVitie’s brand, providing a fun initiative for retailers to take to their customers, and helping to boost engagement with the broader biscuits category.”