Mirror Group Newspapers has linked up with McVitie’s and KP Foods
for a #15 million token-collecting promotion, Maths Stuff for Kids,
which is the biggest of its kind to date.
The scheme involves five billion tokens being printed on McVitie’s and
KP wrappers and in MGN Newspapers including The Mirror, Sunday Mirror,
Sunday People, Daily Record and Sunday Mail in Scotland.
It runs from next month to June 1999, and is backed by the Department of
Education and Employment, which this week launches a numeracy
The promotion will be supported by a #1.5 million TV advertising
campaign in January. The parties involved said they had not yet decided
whether McVitie’s agency for Jaffa Cakes, Publicis, or MGN’s agency, M&C
Saatchi, will put together the campaign but confirmed the executions
would be jointly branded.
Margaret Harvey, MGN’s marketing director, said: ’It won’t be a question
of them pitching against each other. We are just talking about the most
appropriate way of handling it.’
Paul Woodward, the McVitie’s marketing manager, said the initiative
provided better value than The Sun’s Books for Schools promotion with
He claimed that under the maths scheme, a consumer outlay of #7.25
yielded 70 tokens which could be exchanged for a book worth #6.99,
compared with The Sun’s 100 tokens for a #2.99 book.
The most valuable goods on offer will be PCs, for 50,000 tokens, but
these can be acquired with a part-payment method.
An MGN spokesman said the promotion was expected to increase frequency
of purchase for the company’s newspapers.