Business Charity Awards - Charity Partnership, Consumer Goods, Food & Beverage: Ella's Kitchen with Save the Children

For an outstanding partnership between a company in the consumer goods or food and beverage sectors and a UK charity

The firm raised funds for Save the Children
The firm raised funds for Save the Children

What is the partnership?

The baby and toddler brand Ella’s Kitchen teamed up with Save the Children to raise funds and awareness for the charity’s early intervention programme, Families and Schools Together. Fast supports children throughout the UK to fulfil their potential at school and promotes the importance of family mealtimes, aligning with the mission of Ella's Kitchen to help children develop a healthy relationship with food.

What did the company do?

Ella's Kitchen created a limited-edition Jingle Belly Christmas Dinner pouch suitable for babies over the age of seven months, including turkey with all the trimmings. Save the Children received a donation of 30p from each sale. The campaign inspired the Ella's Kitchen supply chain, who waived their usual fees, donating sprouts, carrots, and even turkey.

Meanwhile, the Ella’s Christmas Jumper video linked with Save the Children’s annual Christmas Jumper Day fundraiser, showing a group of children jumping to the chime of Jingle Bells. Promoted across Ella's digital channels, the film encouraged children and parents to wear Christmas jumpers and donate £2 to Save the Children.

Why did it win?

The Jingle Belly pouch raised £100,000 for the Fast programme, enabling Save the Children to deliver it in three schools in 2016. The video was viewed more than 2.585 million times and shared 12,500 times on social media. More than 1,350 people clicked through to the Christmas Jumper Day sign-up page as a result.

What did the judges say?

"The partnership makes sense and is great fun," said Victoria Bednall, assistant director of corporate partnerships at Breast Cancer Now.


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