Cawston Press partners with The Very Hungry Caterpillar

Cawston Press has signed a deal with The World of Eric Carle’s ‘The Very Hungry Caterpillar’ 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’.

The new partnership will see Cawston’s range of ‘Kids’ Blends’ promote hundreds of Giant Wiggle events in March 2015, with prize-winning codes on pack offering The Very Hungry Caterpillar merchandise and Cawston Press goodies. The agreement was brokered by Rocket Licensing and the Joester Loria Group on behalf of The World of Eric Carle.

The Giant Wiggle will see tens of thousands of pre-school children undertake sponsored ‘wiggles’ – giant caterpillar conga lines – across the UK. As well as wiggles, many events will incorporate storytelling, arts and crafts, nature trails and healthy eating – all aspects of the much loved children’s book. In 2014, 32,000 children from 750 nurseries, playgroups and children’s centres wiggled to raise over £80,000.

Next year’s events will help Action for Children support more children and families than any other charity in the UK.

John Mulvey, Cawston Press marketing manager, said: “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. By incorporating The Giant Wiggle so boldly on our nationally distributed Kids’ Blends, we’re hopeful of raising the event’s profile, boosting participation and eclipsing 2014’s fundraising total.”

Sarah Cook, director of fundraising at Action for Children, commented: “The Giant Wiggle is a fun, fantastic way to get children active and involved in charity work to help others from an early age. Action for Children does such important work with some of the UK’s most vulnerable children, so kids will be supporting a great cause. We’re thrilled to be working with Cawston Press to extend the reach and impact of The Giant Wiggle across the UK.”