Wagon Wheels Lands The Stig for Biggest Packet Collab to Date

In its biggest-ever pack promotion, U.K. biscuit mainstay Wagon Wheels join forces with "Top Gear" and The Stig to offer a new type of wheeled experience.
License Global

February 22, 2021


U.K. biscuit company Wagon Wheels, "Top Gear," and The Stig will offer a new kind of wheeled experience.

With The Stig featuring prominently on all Wagon Wheels packs – temporarily named Stig On Wheels – the promotion, running from March to May, will provide 30 winners with a track day with The Stig himself and a subscription to 

Top Gear

 magazine for others.

"We're giving people a once-in-a-lifetime opportunity to experience the thrill and adrenalin rush of speeding around the "Top Gear" track with the world's most famous, anonymous racing driver and it will be a truly memorable day for the winners," says Kate Needham, director, marketing, Burton's Biscuit Co. "Featuring The Stig prominently on the pack will also generate all-important shelf standout and attract shoppers' attention."

"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 U.K. the opportunity to win this amazing

money-can't-buy track experience with The Stig," says Duncan Gray, commercial director, "Top Gear," BBC Studios.

Wagon Wheels continues to outperform across the competitive U.K. biscuit market, up 7.5 percent year-on-year, according to reports by Nielsen Scantrack and Powerview.

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