Stig On Wheels


Client: BBCSD

You’ve heard of BBC’s Top Gear. You’ve heard of Burton’s Wagon Wheel Biscuits. But unless you’re a dedicated ‘comper’ you just might not heard of the competition that these two British icons ran in partnership that gave just 30 lucky winners the opportunity to take to the Top Gear Test Track itself in several top end sports cars, and then cap that off with ‘hot laps’ from the main man himself…yes some say he is wanted by the CIA, and his sweat can be used to clean precious metals….that’s right - the Stig!

The competition ran from March to May in 2021 and gave the purchasers of promotional Wagon Wheel packs the chance to enter and win this brilliant day out. Ignition has worked with BBC Studios Distribution (BBCSD) - the team behind Top Gear) – before and was asked this time to organise the event, including onboarding the winners as well as the delivering day’s complete experience from start to finish. Fortunately the event took place after all COVID restrictions had been lifted in England, however that did not mean we still didn’t take all the necessary precautions on our event to ensure winners, their guests and the team from Ignition & the BBC felt completely safe and reassured. We sourced some seriously great track toys including a Megané R.S. Trophy-R and a Lotus Elise-R, our team of brilliant drivers and mouth-watering catering – including Wagon Wheels – to ensure winners experienced a day they would never forget. Achieved on a ‘challenging’ budget; the feedback we received assured us that we had not only met but had exceeded the brief for our client and, more importantly, had left a lasting impression on the competition winners. You could say it was an event that really took the biscuit….