McVitie's Penguin is hoping to give itself an ethical edge by becoming a sponsor of WWF.

For 12 weeks, Penguin will carry an on-pack flash highlighting the sponsorship deal, which is aimed at raising children's awareness of conservation issues.

McVitie's will provide consumers with a chance to adopt a penguin and will donate 1p from every pack sold to the fund. McVitie's anticipates the deal will raise £250,000 for the charity.