Wax Communications has created a colourful on-pack sponsorship promotion for United Biscuit’s McVitie’s Penguin brand, to help raise funds to save Antarctica and the Southern Ocean – home to the Emperor penguin.

The pack features information on how consumers can ‘sponsor’ a penguin to raise money for WWF’s Antarctica and  Southern Oceans Programme which aims to create a network of marine protected areas to safeguard the region against increasing threats.

Consumers who send in the special pack along with £5.99 (or £6.99 and no pack), will be mailed a cuddly 21cm penguin, a wall chart that tracks the Antarctic penguin’s annual ‘march’ across the ice, an information leaflet and a fund-raising form so kids and parents can get more involved.

The pack design features the iconic penguin, who ‘tells’ consumers about the project and how they can help and it directs consumers to a website featuring more information on the Antarctic penguin colony at www.thepenguinsquest.co.uk.

The key objective is to reposition the McVitie’s Penguin brand as a modern and responsible brand and to drive engagement on a relevant educational issue – conservation and climate change. WWF is the perfect link to do this.

Sophie Boston, Wax Communications senior account manager, says:

“McVitie’s Penguin and WWF-UK have teamed up to help protect the valuable habitat in Antarctica and the surrounding seas. The idea of ‘sponsoring’ a penguin gives consumers a way to engage with the issue and to take action that will truly help. We wanted to communicate with kids and parents and a cuddly penguin backed up with clear information about the penguins’ plight and ways to help further will stimulate interest in this worthy cause among our target audience and help them feel closer to it.”

The McVitie’s Penguin Senior Brand Manager says:

“McVitie’s Penguin association with the Emperor penguin and WWF programme is synonymous with the brand’s appeal and central to the campaign.  WAX has come up with a visually appealing and fun execution of the Penguins’ plight, which is not only educational but engaging. The on-pack should help encourage busy Mums to pick up the McVitie’s Penguin pack and do something exciting as well as worthwhile with the kids.”