Burton’s Biscuits has unveiled a new on-pack Wagon Wheels promotion in a new collaboration with Top Gear, running from March to the end of May.

The on-pack promotion offers 30 shoppers the chance to win an action-pack track day with Top Gear’s racing driver, The Stig, with 90 runners-up receiving subscriptions to Top Gear magazine.

The Wagon Wheels brand will also undergo a temporary name change to Stig on Wheels and feature The Stig on all promotional packages.

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The Stig on Wheels promotion will be supported across the supplier’s social media channels, in-store support and will include a campaign across Top Gear’s Facebook, Instagram and Twitter profiles. The promotion will also feature activity on topgear.com.

Kate Needham, marketing director at Burton’s Biscuits, said: “The promotion comes as Wagon Wheels continues to outperform the UK’s biscuit market, with year-on-year sales up by 7.5%.

“This on-pack promotion was tailor-made for Wagon Wheels fans who have a sense of fun and adventure. Featuring The Stig prominently on pack will also generate all-important shelf standout and attract shoppers’ attention.”  

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