Help for Heroes gets £365,000 from eggs tie-in

Some £365,000 has been raised for Help for Heroes thanks to a commercial tie-in.

The Eggs for Soldiers initiative has proved to be much more successful than originally thought, as it managed to smash its initial fundraising target of £250,000.

A total of 15p from each box of certain free range eggs available from Tesco, Morrisons and Asda went to the military charity.

According to PR Week, a number of egg and spoon races were held to boost awareness of the project, while brand ambassadors were hired in the form of Nell McAndrew and Gaby Roslin.

March Fourth with Eggs for Soldiers – a special event held on March 4th – was also made a specific fundraising day.

Cat Macdonald, communications director at Absolute Radio, praised the campaign for being fully rounded and modern.

"It ticks all the boxes of visual and filmed content, use of celebrity ambassadors, engagement through social media and a competition and community mechanic," she added.

Posted by Trevor Smith