Gifts
McVities Penguin – Sponsor a Penguin
- Product
- Penguin
- Promotion
- Sponsor a Penguin
- Promoter
- McVities
- Promotion Period
- Feb to July 2008
Some background...
The main objective of this McVities Penguin on-pack activity was to reposition the brand as more responsible. So what better than teaming up with WWF to raise money to protect the penguin’s natural habitat?
‘Sponsor the Penguins’ was launched in February and runs through to July. The promotion aims to help raise £250,000 for WWF's Antarctica and Southern Oceans Programme, which creates marine protected areas for sea life in the region.
The campaign was devised by Wax Communication. Umbrella worked alongside them as consultants on the risk element of the promotion…
Sophie Boston, Senior Account Manager, said: “Umbrella were instrumental in putting together the financial mechanics of this campaign. For example, we needed to ensure that the amount we asked sponsors to pay covered the cost of the fundraising pack, plus plenty of profit for WWF. Umbrella advised on a two-tiered approach of £5.99 and £6.99. The later being requested of those without a proof-of-purchase where the risk of over-redemption is higher.”
The mechancics...
This on-pack promotion directs consumers to a microsite where they are given the details of how they can sponsor the penguins. Consumers are requested to either send in £5.99 with one proof of purchase, or alternatively, £6.99 with no proof of purchase. In return, they will receive a fluffy penguin toy, fundraising form, information brochure, wall chart showing the penguin’s journey across the Antarctic, and a thank you letter. All profits from this sponsorship fund will go to WWF.
