Kerry Foods has teamed up with Help for Heroes to launch an on-pack campaign with Bisto frozen ready meal brand products distributed in Britain. Drawing from a £500,000 prize fund, the promotion is offering consumers the opportunity to support the UK’s best known charity for wounded, injured and ailing military veterans and active duty service personnel, Help for Heroes, while at the same time having a chance to win cash prizes. Running for 12 weeks across 19 SKUs, the promotion rolled out nationwide in major supermarket chains earlier this month and is designed to attract new customers, reward consumer loyalty and increase market penetration.
More than five million Bisto packs, ranging from Chicken Casserole and Roast Lamb Dinner to Bangers & Mash and Cottage Pie, contain a unique code for consumers to enter a chance to win a £5 cash prize via the website www.bistodinners.co.uk/win. Kerry Foods will then donate a further £5 to the Help for Heroes charity, with a potential contribution of £250,000 to the cause. The promotion has been set up to appeal to Bisto’s core customer base, as well as attracting a wider demographic group.
Charlotte Bourne, senior brand manager of Kerry Foods, commented: “As a trusted, well known charity, Help for Heroes was the perfect choice and a great fit for Bisto. We know many Bisto frozen ready meals consumers are already engaged with the charity and want to show their support. The promotion is designed to raise vital funds to support the essential services offered by the charity for our Armed Forces, and also incentivize customers to increase their purchase frequency.”
Marcus O’Shea, head of brand partnerships at Help for Heroes, added: “We’re really excited to partner with a trusted British brand like Bisto. The brand shares our passion to support thousands of our brave men and women and the money raised will go a long way to help to ensure support is there for the long-term to rebuild lives.”
Help for Heroes aids active duty servicemen, women and veterans of the British Armed Forces who have suffered life changing injuries and illness in the line of duty, as well as their families. This includes physical and psychological support, as well as encouragement to take on new activities, courses and careers to enable them to rebuild their lives.
For over 100 years, the Bisto brand has been a household name across the UK synonymous with a wide assortment of products ranging from gravies to savory pies. Frozen ready meals are a key part of the total Bisto range and have a retail value of £44 million.
