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Penguin ‘WWF’

Agency: Wax Communications

Client: McVitie's

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 21cm penguin soft toy, 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

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 being seen as the perfect link to do this.

Olivia Munden, of United Biscuits, said, “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.”

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