The campaign, created by Wax Communications, offers consumers a chance to 'sponsor' penguins on their annual trip to breeding grounds in Antarctica. It aims to raise £250,000.
If customers send in £5.99 and the pack, they receive a stuffed penguin toy and a wall chart detailing the creature's annual march across Antarctica. Fund raising material will also be included so that children can become more involved with the charity.
The pack also provides a link to penguinsquest.co.uk that features more information.
The campaign follows on from last year's promotion to celebrate the 75th anniversary of Penguin. The brand included 75 Penguins in golden wrappers in multi-packs, each redeemable for £1,000.
The golden wrapper campaign was the first on-pack promotion by Penguin for four years.
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