Mainland — 18 Years of Supporting Penguins
Mainland — 18 Years of Supporting for the
Yellow-eyed Penguins
The Commitment:
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.
The Results:
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.
The Future:
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.
ENDS