United Biscuits UK (UBUK) a leading manufacturer of snacks, biscuits and cakes, is returning McVitie’s Penguin to TV screens, after seven years, as part of a £1.5m campaign to promote Penguin’s new partnership with WWF, the international conservation organisation. The campaign will raise consumer awareness of the new on-pack promotion and the new Penguin website giving retailers the chance to grow their sales and profit.
Penguin’s back on TV after seven years
The new advert designed to support the on-pack promotion will be on TV from 8th March for four weeks with a second phase of advertising planned for later in 2010. The new advert will feature penguins in their natural habitat in Antarctica, jumping out of the water and encouraging consumers to ‘pick me’ to ‘p,p,p,p,pick up a Penguin promotional pack’. The tone of the advert is quirky and fun to reflect the personality of the McVitie’s Penguin brand.
Adopt a penguin
McVitie’s Penguin has teamed up with WWF, to offer consumers the chance to win one of 30 WWF penguin adoption packs every day. The promotion will run from the beginning of March, until the 23rd of May, across the entire McVitie’s Penguin range, including Penguin Cake Bars and Penguin Mini Rolls. Consumers that win a WWF penguin adoption pack will be given an Adelie adoption for a year as a prize. The adoption pack includes an adoption certificate, a cuddly penguin soft toy, a stand up image of an Adelie penguin, greeting cards and a fact booklet. They will also receive a newsletter update from WWF three times a year. To be in with a chance to win, consumers enter the details of the barcode featured on pack at the new Penguin website, www.penguinbiscuits.com, to be entered into the daily prize draw.
Packed with Penguin information
Coinciding with the promotion is the launch of McVitie’s Penguin website www.penguinbiscuits.com, designed by UB’s digital agency, InboxDMG. The site provides information on penguins and their natural habitat, as well as a good dose of fun. Consumers can view the much-loved McVitie’s Penguin jokes, both old and new, updates on the McVitie’s Penguin range and some of the range’s most iconic TV adverts, in addition to the new ad.
Sarah Heynen, Marketing Director of Sweet Biscuits, UBUK, commented: “We are delighted that McVitie’s Penguin will be on our TV screens once again with its “Adopt a penguin” on pack promotion. WWF is the perfect partner for our McVitie’s Penguin brand and the relationship marks the start of a long-term commitment to help support the care and welfare of penguins.
McVitie’s Penguin is a brand which is popular with all the family, so retailers should ensure that they stock up in preparation for the increased demand the McVitie’s Penguin promotion will drive.”
This fantastic collaboration with the much-loved McVitie's Penguin brand is the ideal opportunity for WWF to raise awareness and funds to help conserve wild Adelie penguins and their Antarctic habitat”, said Patrick Laine, Director of Corporate Partnerships at WWF-UK. This joint venture will go a long way in helping the future survival of these charismatic creatures.”
Source : http://www.unitedbiscuits.com/
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