W+K Take the Biscuit With New Board Game

Forget those virtual reality experiences, put away your AR-enabled smart phone and disconnect your superfast broadband because chocolate brand Milka is taking a welcome step back in time with the launch of its very own board game, Milka Biscuit Run.

"From kick-starter games being funded overnight, to game cafes opening around the world, there is a global appetite to play games in real life and less behind the screen of a phone."

It might seem like a distant memory but people used to play board games. Together. In the same place. In the same room. In the same house. That was what they quaintly called 'quality time'. So, to bring families back together, the brand, alongside Wieden+Kennedy Amsterdam, is overseeing the return of the Milka Biscuit Jar characters introduced in the eponymous 2016 campaign for its first ever limited-edition board game.

Launching across Europe, Milka Biscuit Run sees players compete in the ultimate quest for real Milka biscuits and soft cakes. The board game puts players inside the gorgeously illustrated Lilaberg cottage, where the jar characters live, breathe and dream about Milka Biscuits. 

Embodying their favourite jar character, players have to complete a series of funny (and sometimes embarrassing) dares and challenges, from mimicking an alpine animal to yodelling their favourite song. And, to top it all off, players compete for real Milka biscuits and soft cakes.

To get fans excited about its launch, a 45-second online film [above] sets up the story behind Milka Biscuit Run and invites viewers to follow and comment on the film for a chance to win the board game. Additionally, 15-second teasers films will run on Facebook, as well as YouTube pre-roll encouraging Milka fans to participate in a chance to win the limited-edition board game - with thousands to be won.

“In recent years, board games have been making a huge come-back," say Wieden+Kennedy Amsterdam creative directors Edouard Olhagaray and Sebastien Partika. "From kick-starter games being funded overnight, to game cafes opening around the world, there is a global appetite to play games in real life and less behind the screen of a phone. With Milka’s communication platform rooted in tenderness, creating a board game felt like a natural opportunity to encourage more of these moments of human connection and to bring families together.'

The board game is rolling out in more than 14 European countries with over 7,000 Milka Biscuit Run board games to be won. For more information you can visit the Milka Biscuit Run site.