McVitie's is targeting six to 11 year olds with a new £1m TV advertising campaign for Penguin which it hopes will create a new brand personality and boost sales. The campaign, which stars an animated penguin, hits the screens on Monday (March 6) and runs until June. McVitie's aims to capitalise on three of the factors driving the biscuit market ­ children's, lunchbox and eat now. Penguin is second to Nestle's KitKat in the £418m chocolate biscuit bar sector. {{P&P }}