As United Biscuits digital agency we were asked to support McVitie’s new integrated ‘Dunk or Not? campaign online. The campaign - aimed to establish whether we are a nation of dunkers of crunchers when it comes to eating biscuits - is part of the brand’s mission to ‘own the teabreak moment’.

The on-pack mechanic drives people to our website, http://www.mcvitiesdunkornot.com/ to enter their code for the chance to win daily prizes of two iPods, DSi’s and eReaders, plus McVitie’s biscuits; by choosing whether they are a dunker or cruncher and voting for the McVitie’s biscuit like they to dunk or crunch most. A leaderboard displays the nation’s preferences on, and top five biscuits for, crunching or dunking.

Users can also play one of two games. For dunkers the challenge is to move their mouse around to dunk as many biscuits in the mug as possible in one minute, with consecutive biscuits dunked racking up multiple points. Game play is the same for crunchers who have to move a set of chattering teeth around to crunch as many biscuits as they can.

A ‘Dunk or Not’ Facebook group competition offers users the chance to win a food hamper each week by uploading the most inventive photos of themselves crunching and ducking; and all of the favourites and winners are displayed on the website in a Hall of Fame.

Oli Christie, creative director at Inbox DMG, said of the creative, “We’ve incorporated the campaign colours into the design, with yellow for dunkers and blue for crunchers. A flowing liquid-like effect and the McVitie’s biscuit poised over a cup inspires people to have a McVitie’s tea break moment of their own.”