Twiglets has been rebranded as limited edition ‘Stiglets’ in a United Biscuits collaboration with BBC Worldwide’s Top Gear Track Experience. An on-pack competition offers consumers the chance to win one of 40 personal laps with Top Gear’s ‘tame racing driver’ The Stig around its test track.
Promotional packs are currently rolling out across grocery and convenience stores, supported by bespoke Stiglets shippers. The range comprises of a 150g sharing pack (rrp at £2.19), 6 x 24g multipack (rrp at £2.29) and a 105g £1 price-marked option.
The campaign is also supported by social media and press activity.
Ted Linehan, Director of Savoury Brands at United Biscuits hopes the Stig factor will drive further excitement in Twiglets. He said: “We think the offer of a race round Gambon and Hammerhead corners with the mysterious man himself will prove extremely popular with consumers.”
