McVitie's is bringing Penguin back to TV for the first time in seven years to promote a new partnership with WWF.

The £1.5m campaign breaks this week and will offer consumers the chance to adopt a penguin. The ad, which runs until 23 May, features penguins in their Antarctic habitat, encouraging consumers to "p,p,p,p,pick up a Penguin promotional pack".

"This venture will go a long way in helping the survival of these charismatic creatures," said Patrick Laine, WWF director of corporate partnerships.