WWF UK Blog  

Montymania: What a partnership brings to a Christmas campaign

 

As many of you might know John Lewis launched their Christmas advert a couple of weeks ago and introduced Monty to our screens and to our hearts. With over 23m views of the advert online it’s safe to say that Monty the penguin has become a very popular character among the British public.

WWF penguins image – Rebecca Kinge, Corporate Communications Manager,  with over 1000 WWF Adelie penguin adoption toys which have arrived at the WWF-UK's head office in Woking, Surrey © Gretel Ensiqniq PAWWF penguins image – Rebecca Kinge, Corporate Communications Manager, with over 1000 WWF Adelie penguin adoption toys which have arrived at the WWF-UK’s head office in Woking, Surrey © Gretel Ensiqniq PA

We’ve come together with John Lewis to raise awareness and money for the work we are doing in Antarctica to help protect the home of the real life Monty and Mabel. Our Christmas campaign is very black and white with a simple call to action to adopt an Adélie penguin. For the first time ever penguin adoptions are our number 1 best seller online and have beaten our all-time most popular adoption, the Tiger. Why this sudden love for penguins? By bringing the Adélie penguins to life in their advert the public have really taken these adorable creatures into their hearts.  We have seen an outstanding increase of adoptions and I even found myself covered in them just to meet with the high demand at our Living Planet Centre in Woking.

Before we knew it #MontyThePenguin was trending in the UK and Tom Odell’s cover of real love – the music for the advert – is in the top 10. Everyone wants a piece of Monty and Mabel which is why teaming up with John Lewis was such a perfect Christmas fit.

Adélie penguins are one of the smallest and most widely found penguins in the Antarctic. You can tell them apart from other penguins by their simple black and white marking and the distinct white ring around their eyes.

Adult Adelie penguins with chicks at their nesting site in Antarctica © Natalie Bowes / WWF-CanadaAdult Adelie penguins with chicks at their nesting site in Antarctica © Natalie Bowes / WWF-Canada

We are doing some amazing work in the Antarctic and Southern Ocean and thanks to the awareness raised by the partnership we can do a lot more to protect the Adélie penguins home.

Just to touch base on some of the work we do;

  • Improving the management of Antarctica’s resources and safeguarding its wildlife
  • Reducing illegal and unsustainable fishing practices
  • Raising awareness of the threats of climate change we all face

Your support will also help fund our essential work around the world

The power of partnering with one of the biggest retailers in the UK means we too can bring to life the struggles these species face in Antarctica.
Without all this Monty madness, would everyone be talking about penguins? Would they be waddling off the shelves, probably not? I know what is on my Christmas gift list this year.

Why not adopt a penguin yourself or find out more about the John Lewis partnership.

What do you think of the John Lewis advert? Tell us your penguin stories. Leave us a comment.

Related posts


Comments