Mainland — 18 Years of Supporting Penguins
Mainland — 18 Years of Supporting for the Yellow-eyed Penguins
Mainland has been a major sponsor of the Yellow-eyed Penguin Trust since 1989. The association has become far more than just another sponsorship arrangement and is thought to be one of the longest standing relationships between a corporate and a wildlife organisation anywhere in the world, making it very unique.
In addition to the huge financial contributions, Mainland has invested a substantial amount of resource into raising the profile of the Trust and the plight of the yellow-eyed penguin. Mainland devoted significant resource in television commercials featuring Roy - an icon synonymous with Mainland in the 80s and early 90s - and a yellow-eyed penguin, demonstrating Mainland’s further commitment to the cause.
With the help of all New Zealanders, through the barcode redemption scheme, Mainland has been able to help preserve and strengthen yellow-eyed penguin numbers. For every cheese or butter barcode received, Mainland donates $1 to the Yellow-eyed Penguin Trust; totalling well over $1 million over the past 18 years.
The redemption rate has grown from 49,000 in 1991/1992 to almost 80,000 in 2006/2007! Over this period, Mainland has donated more than $1 million to the Trust which has gone a long way to saving our native penguin.
Mainland has produced an 80-page resource kit that can be used in class for the Environmental topic, now a required part of the curriculum. Mainland’s yellow-eyed penguin consumer promotions (such as the “Help Our Sea Friends” and “Help our Hoiho” on-pack and in store promotions) also provide additional funds to the Trust; over and above the ongoing barcode redemption programme. These initiatives help not only raise funds but educate New Zealanders, creating a sense of community and empowering people.
All Mainland products – including block, sliced, grated, specialty and butter – will continue to provide consumers with the ability to contribute to the Trust through the barcode redemption scheme.
Ongoing, Mainland will continue to drive awareness and promote the Trust’s efforts through a mix of promotions, advertising, and event sponsorship.