Twiglets meet the Stig

United Biscuits has launched a limited edition range of ‘Stiglets’, with an on-pack promotion teaming up Twiglets with BBC Worldwide’s Top Gear Track Experience and the ‘tame racing driver’, The Stig.

Transforming the packaging of the iconic savoury snack, Twiglets adopts its new name and design for a limited period, offering UK consumers the chance to win one of 40 personal laps around the Top Gear test track alongside the famous racing driver through an on-pack competition. Consumers can enter online at the competition’s microsite – www.stiglets.co.uk – or by texting in their answer to a Top Gear themed question.

The promotional packs are currently rolling out across grocery and convenience stores, supported by bespoke, eye-catching Stiglets shippers to bring the initiative to life in all retail outlets. The promotional range comprises of a variety of pack formats suitable for different stores, a 150g sharing pack, six-pack multipack and a price marked pack option (£1). The prize promotion closes for entries at the end of November.

The campaign is also supported by posts on The Stig and Top Gear’s Facebook pages as well as advertising in the February edition of Top Gear Magazine. Customers interested in the initiative will also receive more information through UB newsletters.

Ted Linehan, director of savoury brands at United Biscuits comments: “Our partnership with Top Gear for this one-off range is another fun initiative to engage people with the much loved Twiglets brand. Twiglets are unique with a loyal and enthusiastic following, and we hope the Stig effect will help to drive further excitement in the brand. We think the offer of a race round Gambon and Hammerhead corners with the mysterious man himself will prove extremely popular with consumers.”