McVitie's Penguin hitches a ride on John Lewis' #MontyThePenguin bandwagon

Dogs Trust's famous adage that a dog is "not just for Christmas" and John Lewis Christmas ad star Monty the penguin have inspired an opportunistic but pithily tongue-in-cheek bit of social hijacking in a tweet from McVitie's stating "This Penguin is for lunch, not just for Christmas".

McVitie’s has unashamedly tapped into the massive hype and social buzz surrounding John Lewis’ tearjerker TV spot, with a tweet that uses the hashtags #MontyThePenguin and #sweeet.

To be fair to McVitie’s - whose parent United Biscuits has just been snapped up by Turkish food group Yildiz for a sweet £2bn - John Lewis does not have a monopoly on penguins or cute animals in ads.

McVitie’s Penguin biscuit is almost a British institution, while McVitie’s is splashing out £12m in a brand rejuvenation campaign that uses cute fluffy kittens to flog more biscuits.

Now it's using John Lewis's penguin to flog more Penguins.

Watch next

Watch: Sainsbury's celebrates Christmas Day truce in First World War-themed TV ad

OMG don't read this

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content