25 Feb 2021

In its biggest ever on pack promotion, maverick biscuit brand Wagon Wheels is giving consumers the chance to live life in the fast lane and enjoy a money can’t buy track experience with Top Gear’s infamous racing driver The Stig, at the Top Gear test track in Surrey.

The instant win promotion also involves a temporary name change for the iconic brand, from Wagon Wheels to Stig On Wheels, with the instantly recognisable The Stig featuring prominently on all Wagon Wheels SKUs. The promotion runs from the beginning of March to the end of May, with 30 consumers winning an action-packed track day with The Stig and 90 runners-up receiving subscriptions to Top Gear magazine.

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’.

“We’re giving people a once in a lifetime opportunity to experience the thrill and adrenalin rush of speeding round the Top Gear track with the world’s most famous, anonymous racing driver and it will be a truly memorable day for the winners. Featuring The Stig prominently on pack will also generate all-important shelf standout and attract shoppers’ attention.”

Duncan Gray, Top Gear’s Commercial Director at BBC Studios, the commercial production and distribution subsidiary of the BBC, said: “We are thrilled to have partnered with Burton’s Biscuit Co and the legendary Wagon Wheels for a Top Gear takeover, and delighted that Burton’s are giving fans across the UK the opportunity to win this amazing money-can’t-buy track experience with The Stig.”

The promotion will be supported by a social media campaign on Top Gear’s Facebook, Instagram and Twitter profiles which have a combined reach of over 27 million followers, boosted by activity on www.topgear.com.

Burton’s will also be publicising the promotion on all its social media channels and via in-store activation. The promotion comes as Wagon Wheels continues to outperform the UK’s biscuit market, with year-on-year sales up 7.5% year-on-year*.

* Nielsen Scantrack (26.12.2020) and Powerview (27.12.2020)