United Biscuits brand McVities Penguin, is running a joint campaign with the Worldwide Wildlife Fund (WWF) called ‘Sponsor the Penguins’. The on-pack promotion* will be supported online with a microsite, www.thepenguinsquest.co.uk, through digital communications agency Inbox, a member of Digital Marketing Group plc, the AIM-listed digital direct marketing company. This is Inbox’s first project since being appointed as United Biscuits’ digital agency at the end of last year.

Running from February to July, ‘Sponsor the Penguins’ aims to raise funds for WWF’s ‘Southern Oceans Programme’, which is focused on saving the penguins and their habitat; whilst developing an emotional engagement with the Penguin brand with busy mums of school aged-kids.

On-pack, consumers are given the opportunity to make a donation to the fund either by donating £5.99 with one proof of purchase, or alternatively, £6.99 with no proof of purchase required. 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.

On the microsite a cute Emperor penguin explains the penguins’ plight - because the world is getting warmer the Antarctic is melting and their favourite food is being fished out - so they need help to raise lots of money to protect the Antarctic and the penguins that live there. The site also explains the aim of the partnership and where fundraising donations will go. Visitors are given the opportunity to get a fundraising pack with details of the on-pack offer, offered tips on fun fundraising ideas and can also chart the penguins breeding pattern across the calendar year. The site also highlights the Penguin range alongside nutritional information and visitors can register their details to receive future news and games.

Olivia Munden, senior brand manager, McVities Penguin, comments, "McVities Penguins’ association with the Emperor penguin is synonymous with the brand’s appeal and central to this campaign. Inbox has translated the campaign concept beautifully online with a really visually appealing, extremely fun and engaging site which makes busy mums feel they can easily make a difference with something exciting for their kids. The fun take on educational content, and clever elements such as the breeding calendar, add interest and involvement with WFF and McVities Penguin, whilst increasing awareness of the range and encouraging trial to make McVities Penguin the perfect treat for any lunchbox. "