The Penguin brand has always generated warmth because of its association with the species, and the popularity of the film Happy Feet has intensified people's fascination with the birds. United Biscuits has hit on a strategy that uses this link to increase brand loyalty and emotional engagement among parents and children while supporting a good cause.
The on-pack promotion invites consumers to sponsor a penguin, helping WWF's Southern Oceans Programme to raise £250,000 towards saving the birds' habitat. Participating customers receive a stuffed toy penguin, a wall chart that details the birds' annual march across Antartica, a fundraising form, an information brochure and a thank-you letter.
A microsite features further information about the birds' plight and how global warming is causing the ice to melt, taking away nesting grounds at the same time as over-fishing is reducing the food supply. There are details of the range of biscuits, nutritional information and an explanation of where the funds raised will go.
Climate change and concern for the environment are hot topics for consumers and business alike. Anything that enables companies to help consumers learn about what they can do is an impressive use of a company's CSR policy.
This is a great way to make a difference to the environment, educate children and make parents feel that they are doing something worthwhile.
- Lorriane Crowe, Senior brand manager, Anchor, Arla Foods.