Music for Food, a United Biscuit Campaign

"UK food company United Biscuits is linking its various snack brands with music in a tie-up with Universal Music, Snacktracks. It's running an on-pack promotion through Wax Communications that gives consumers the opportunity to download more than 100, 000 songs from the Universal Music catalog," notes Creativity Online. "The promotion runs across 30 million packs of UB snack brands Hula Hoops, Mini Cheddars, Nik Naks, Skips, Discos and Wheat Crunchies. On the website, Snacktracks.co.uk, consumers can download a track for each pack they buy, having registered. There are also 'playlists' for each brand, matched to its brand personality( for example, the Mini Cheddars' playlist features 'absolute classics'.)" Read more.