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Turning a festive tradition into a way to feed vulnerable families.
For most families Christmas crackers are a household staple at Christmas time. But not for the 1.3 million families struggling with food security at Christmas.
We wanted to enable families to give the gift of food and make their crackers mean more this Christmas. driving support of food waste organisations the Fair Share and Felix Project.
Our limited edition range of crackers were sold on the Deliveroo app with 100% of the proceeds going to provide a week of meals for a vulnerable family, thanks to FareShare and The Felix Project.
To promote the launch of the crackers, we made a suite of stand up films with Britain’s Got Talent comedian Kojo who wrote the cracker jokes.
Micro influencers promoted the initiative together with full press outreach in regional and national outlets.
Over half million media impressions saw over 400,000 people reached.
74 pieces of earned media coverage.
Raising female Afghan voices through a bold new media platform.
Fighting the UK’s entrenched social mobility problem with an exciting new brand.
Cutting through the category tropes to land sustainability commitments closer to home.
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