MEC Access, the bespoke sponsorship division of MEC UK, has completed the negotiation of a six-figure cross-media partnership between United Biscuits and Bauer Media to launch the McVitie’s Dunk Time initiative.
The campaign includes a full sponsorship of the mid-morning show on Magic, Orion and Bauer’s Place Station portfolio. In addition, advertorials will appear in Closer and Take a Break, while presence will also be seen online through the radio websites and bespoke sites such as Heatworld.
The McVitie’s Dunk Time concept, developed by promotional marketing agency Wax Communications, asks consumers to “brighten up your brew” by targeting the key ‘mid-morning-cuppa’ moment and will also be supported across radio, women’s magazines, online and large scale national experiential activity. Activity will direct consumers to a Facebook site where a community of dunkers can win luxury holidays, mega mugs and play online games.
In addition to its media partnership, McVitie’s will be running an on-pack promotion to win one million mega mugs.
Sarah Heynen, Marketing Director, Sweet Biscuits said,
“Our new Dunk Time campaign aims to encourage consumers to brighten up their brew by enjoying a McVitie’s biscuit with their cuppa. The cross media partnership that MEC Access has set up for us will give us great visibility across radio, print and online media, and Bauer has a number of brands that are perfect to tap into McVitie’s’ key audience. This partnership ties in really well with the experiential and above the line campaigns and I’m sure the initiative will be a great success.”