What is the partnership?
The bakery firm Wholebake wanted to find a charity partner that would highlight the "good energy" provided by its mixed-seed snack 9BAR. SolarAid provides solar-powered lamps to people who live in rural Africa without electricity. Wholebake considered a partnership with SolarAid as bringing together the "power of seeds with the power of deeds".
What did the company do?
Wholebake makes a donation to SolarAid for every 9BAR sold. The charity is promoted on 9BAR packaging and in its advertising, including point-of-sale items and the 9BAR events van that travels the country. The company has committed to funding 2,000 solar lights during each month of the three-year partnership.
SolarAid also benefited from 9BAR's involvement in sports events, with participants posting videos promoting the partnership on social media and fundraising for the charity. SolarAid's Speed of Light digital tool is also used on the 9BAR website, allowing customers to identify the geographic location of each donated light.
Why did it win?
To date, the partnership has funded 26,000 solar lights, which will benefit an estimated 164,000 people over the lifetime of the lights. The partners estimate that the solar lights will provide 32.5 million extra study hours for children under safe, bright light and save African families collectively £3.36m through not having to spend on kerosene. The partnership will also have an additional benefit because many of those families will spend the money they save on fuel on nutrition.
- Premier Foods with Cancer Research UK