Wagon Wheels kicks off Top Gear partnership with on-pack promotion

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Biscuit brand Wagon Wheels is launching an on-pack promotion is partnership with Top Gear’s racing driver, The Stig.

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The instant win promotion is running from March until the end of May and offers 30 consumers the chance to win an “action-packed” day with The Stig, with 90 runners-up receiving subscriptions to the Top Gear magazine.

The partnership also includes a name change – from Wagon Wheels to Stig On Wheels – across all six lines.

The promotion will be supported by a social media campaign on Top Gear’s Facebook, Instagram, and Twitter profiles, as well as activity on Top Gear’s website.

Wagon Wheel’s owner Burton’s will also be publicising the promotion on all its social media channels and via in-store activations.

The promotion comes as Wagon Wheels “continues to outperform the UK’s biscuit market, with year-on-year sales up 7.5%”.

Kate Needham, Burton’s Biscuit Co’s marketing director said the promotion was “tailor made for Wagon Wheels fans who have a legendary sense of fun and adventure”.