Bear snack brand teams with WWF to save bears
Tuesday September 23, 2014 at 4:50pm
Fruit snack brand Bear is celebrating its fifth birthday this year by teaming up with the WWF to help protect bears threatened with extinction and the habitats they rely on. For every pack of limited edition WWF Paws sold, Bear will be donating 5p (single packs) and 25p (multipacks) respectively to WWF to help protect the world’s most endangered bears and other wild species. Giles Brook, founding partner, says: “Bear started because we wanted to get people back to nature – both in terms of the food that they were eating, and also to get them really excited about the world around them. With six of the eight bears of the world vulnerable and at risk of extinction, we wanted to do something to protect these amazing animals. We’ll be donating 10% of our revenue through the sale of these packs to a cause that means a lot to the whole team at Bear.” The activity will be supported with in-store promotional activity and a month-long TV campaign. Special pack designs have been created to support the promotion, with the Spectacled, Polar, Sloth and Panda Bears appearing on the WWF Paws packs from September to November. As well as raising donations for WWF, the campaign sets out to engage and educate kids with a collectible ‘Bears of the World’ map and stickers that teaches them about the eight bears featured in the activity and the habitats that they live in. This will roll out through an on-pack collectible mechanic, and via lessons plans and activities in primary schools across the UK. Bear will be supporting this campaign with its first ever kids TV advert for paws, taking kids around the world to meet Bear’s friends, and highlighting the partnership with the WWF. The campaign launched this week with Disney and Nickelodeon to drive awareness with over 2.5 million families across the UK. Nicky Day, director of corporate partnerships at WWF-UK says: “WWF is really excited to be partnering with Bear, a company that shares our values in respecting the natural world. Through working with Bear we will be able to engage with families and children about our work safeguarding the world’s most iconic and threatened species whilst raising vital funds for our conservation work around the world.” Bear Fruit Paws are made from baked fruit picked in season and contain no added sugar, preservatives or stabilisers.