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McVitie’s Digestive celebrates 125th anniversary, rewards customers


As McVitie’s Digestive biscuits marks its 125th years in the Nigerian market, A&P Foods Limited, the sole distributor of the biscuit in collaboration with Pladis Organisations, the parent company, has come up with a new promotional campaign to further promote the brand in the country and reward its numerous customers.

Announcing the promo in Lagos, the Managing Director of Pladis Nigeria, Kwame Wiafe, disclosed that the 125th anniversary promo, which commenced on July 1, 2017 would last for three months, aside seeing customers win prizes, including N1 million each for three consumers, N500,000 each for six consumers, N200, 000 each for 15 consumers and instant airtime for 45,000 consumers.

According Wiafe, “McVitie’s Digestive brand has enjoyed a lot of consumer love and support for over 12 decades across the globe, including Nigeria. We therefore decided to commemorate this milestone by rewarding our consumers.”

The MD also revealed that the company depends on locally sourced raw materials for its production. “I can guarantee you that the quality we produce here is the same as the quality you get anywhere across the global. The only difference is the raw material that we use and that is why the Nigerian brand has a slight deviation in taste.

“We ensure that all the raw materials used –– flour, sugar and fats –– are sourced locally. But recently, we have been working with our raw materials sourcing partners to ensure we get quality materials to enable us mitigate differences in the taste of our products in Nigeria and the UK,” he said.

Explaining the selection process, Marketing Director, Pladis Nigeria, Toyin Nnodi, said: “To make the promotion transparent and fair, all prizes won will be mutually exclusive to consumers. This means that once a particular phone number has been drawn for any of the prizes, it would be excluded from subsequent draws. This is to give others equal chance to win prizes, irrespective of when they entered into the promo and to avoid unchecked multiple winnings.

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