Roberts Radio and McVitie’s have joined forces for a promotion that allows biscuit eaters to claim a Classic Lite DAB/FM radio (pictured) worth around £70.


The McVitie’s VIP Club reward programme members can redeem points to claim the radio in a campaign that is being advertised on TV throughout this month during popular shows such as Emmerdale, Coronation Street and the X Factor.


The campaign will continue to run on 360 million packs of McVitie’s biscuits until the end of August 2012.


“This campaign is a fantastic opportunity to help drive the DAB offering to consumers all over the country,” said Roberts Radio chief executive Leslie Burrage.


“It’s a great collaboration and we’re delighted to be involved.”