As part of the partnership, which will run until May next year, McVitie’s Penguin has committed to donating £80,000 to ZSL to help safeguard the future of penguins through its conservation research, monitoring, education and public engagement at ZSL London Zoo and ZSL Whipsnade Zoo.
Rolling out from July, all McVitie’s Penguin packs will feature a new, modern pack design including the ZSL logo to offer greater stand out on shelf and communicate the brand’s commitment to supporting the charity’s work. The brand will also be undertaking a social media campaign including competitions on its Facebook page, www.facebook.com/mcvitiespenguin, to build further awareness of the partnership.
Matt Brown, Brand Director at UBUK, commented: "The partnership between the McVitie’s Penguin brand and ZSL is a natural fit and we’re proud to be supporting the charity’s work to safeguard the future of penguins. We’re confident that the ZSL logo on McVitie’s Penguin packs will resonate with consumers and help drive further sales for retailers as shoppers show support of the great work ZSL is doing to protect our penguins."
Worth £28m, the McVitie’s Penguin brand remains one of the most popular brands in the Chocolate Biscuits Bars segment, which is worth £341m.