The aim is to raise awareness of the disastrous effects climate change is having on the penguin population in Southern Antarctica and to help raise £50,000 for a Zoological Society of London (ZSL) research expedition.
McVitie's has decided to demonstrate the creatures' plight by printing a few special biscuit wrappers - without penguins on them. If a customer finds one, they can win a holiday to Boulders Beach in South Africa, where they can watch penguins in their natural habitat, or family tickets to the zoo. It's a clever idea. I like this promotion because it's simple, charming and relevant to the cause.
Needless to say I'll be p-p-p-picking up plenty more packs of McVitie's Penguins. After all, scoffing through loads of chocolate biscuits looking for a missing penguin is no hardship. Even if I don't win a holiday, I will still remember why the promotion exists and be left with a nice warm feeling inside (as well as a few pounds of biscuits).
I'll also feel good about McVitie's and the ZSL, and will have done my bit for a good cause. Which, I guess, is the whole point.
Agency: Billington Cartmell.
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