The ‘missing penguin’ campaign will feature an instant win mechanic offering consumers the chance to win a holiday in South Africa to see the penguin in its natural habitat. Runner-ups prizes include tickets to London Zoo.
The promotion, which was created by Billington Cartmell, follows Penguin’s partnership last year with the World Wildlife Fund offering consumers the chance to ‘sponsor’ penguins on their annual trip to breeding grounds in Antarctica.
Winning packs will contain a Penguin wrapper with the penguin illustration replaced by a silouette. The campaign is also supported by information about the campaign on ZSL’s website and around London Zoo.
The promotion aims to raise £50,000 to fund ZSL’s expedition to uncover the reasons behind the decline in the penguin population.
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