- Mirror Group Newspapers has linked up with McVities 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 McVities 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 new numeracy initiative.
The promotion will be backed by a £1.5 million TV advertising campaign in January. The parties involved said they have not yet decided whether McVities' agency for Jaffa Cakes, Publicis, or MGN's, M&C Saatchi, will put together the campaign, but confirmed the executions would be jointly branded.
Margaret Harvey, MGN 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, McVities' marketing manager, said the initiative provided better value than the Sun's Books for Schools promotion with Walkers. Woodward said that under the maths scheme, 70 tokens, for a consumer outlay of £7.25, would get 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 likely to affect purchase frequency for the company's newspapers.