Cawston Press and Very Hungry Caterpillar support Giant Wiggle
Monday December 8, 2014 at 1:04pm
Cawston Press has signed a deal with The World of Eric Carle’s ‘The Very Hungry Caterpillar’ – the most read children’s book in the UK – for an on-pack promotion featuring the iconic character. The partnership is in support of leading charity ‘Action for Children’ and its major fund-raising activity, ‘The Giant Wiggle’, with tens of thousands of pre-school children undertaking sponsored ‘wiggles’ – giant caterpillar conga lines – across the UK. The Giant Wiggle is a sponsored walk for children up to around the age of 5 years old, and events will be running at nurseries, children's centres, playgroups and in people’s homes on March 19 2015. Cawston’s range of ‘Kids’ Blends’ will promote the events, with prize-winning codes on pack offering The Very Hungry Caterpillar merchandise and Cawston Press products. The 2014 Giant Wiggle saw over 32,000 children from more than 750 schools and nurseries wiggling along in giant caterpillar conga lines and raised over £80,000. To support the 2015 event and the promotion, both The World of Eric Carle and Cawston Press will execute social media outreach on their respective platforms, as well as a presence on http://www.cawstonpress.com/. Details will also be available at www.actionforchildren.org.uk/giantwiggle Cawston Press marketing manager John Mulvey says: “The Very Hungry Caterpillar has an enviable cross-generational appeal and a level of brand awareness which will extend the reach of our already popular Kids’ Blends. We believe the combined association with the Giant Wiggle will really resonate with our customers too. This is our most significant campaign to date and will be leveraged across all areas of the marketing mix, offering consumers lots of ways to participate.” The deal was put together by independent licensing company Rocket.