McVities is launching an on-pack promotion giving customers a one in ten chance to win a toy based on the characters from its “sweeet” campaign.

United Biscuits has invested £3m in the promo, which includes PR, social media and digital activity as well as a 20-second TV ad.

The competition is featured on 36 different biscuit and cake products. The packs contain a unique code, which customers send to UB via text to find out instantly if they have won.

Retailers will benefit from PoS featuring the campaign, including bespoke shippers.

Sarah Heynen, marketing director of sweet biscuits at United Biscuits, said that soft animals are popular with consumers citing Compare The Market, which has given away over 4.5m meerkats in the past five years.

“We are confident the promotion will provide a fun initiative for retailers to take to their customers and help to boost engagement with the biscuits category,” she added.