Penguin partnership for National Year of Reading
BISCUITS brand McVitie’s has unveiled a new partnership between it classic chocolate Penguin biscuits and Penguin Books as part of a new on-pack promotion.
The collaboration between the two brands will offer consumers the chance to win one of 3,000 The Penguin Joke Books, a limited-edition publication that is filled with timeless McVitie’s Penguin jokes found on the back of packs.
This marks the first hardback tri-band publication in Penguin Books’ 90-year history and aims to commemorate the National Year of Reading 2026 with the promotion set to encourage families to engage with reading more often.
Available in stores nationwide from 3 August, consumers can enter into the competition via its dedicated webpage or by scanning the QR code found on packs. Shoppers are restricted to one entry per day, or two per week with a maximum of one prize per household.
In addition to the 3,000 physical copies of the book, there are also 20,000 Google Play audiobooks available to be won in the promotion.
James King, marketing director for McVitie’s parent firm pladis UK&I, said: “For generations, McVitie’s Penguin biscuits have been making people smile with the jokes inside every wrapper, while Penguin Books has inspired millions through the joy of reading.
“We’re incredibly proud to bring these two iconic brands together to celebrate the National Year of Reading with a collectable item that gives fans another reason to embrace those shared moments of curiosity, silliness and laughter. We hope the new book will allow people to create memories they’ll treasure long after the last biscuit has been enjoyed.”
Rebecca Sinclair, chief brand officer at Penguin Books, said: “We’re delighted to bring these two iconic Penguins together for the National Year of Reading. This partnership celebrates the joy of reading and our belief that books belong in everyday life.
“Humour has a unique way of bringing people together, and we hope this collaboration inspires everyone, from young readers to lifelong book lovers, and those rediscovering reading, to take a book and biscuit break. Because sometimes all it takes is a laugh, and a great story, to remind us why reading matters.”
