Demonstrating that green initatives are continuing to top brand agendas, McVitie’s Penguin has partnered with The Zoological Society of London. The campaign will be supported by on-pack promotions offering the chance of winning a family holiday in South Africa to view Penguins in their natural habitat.

McVitie’s will also be donating £50,000 to send ‘Penguinologist’ (what a job title!) Tom Hart to visit the Penguins in Antarctica and to study how climate change is affecting them.

Last night the BBC screened the first of its ‘Nature’s Greatest Events’ documentaries which concentrated on ‘The Great Melt’. Watch it here on BBC iplayer.

By Lisa Woodward on February 12th, 2009

Tags: Environment, Sales promotion