Burts Chips renews RNLI partnership, increases fund target

On the back of a successful 24-month strategic partnership, award-winning snack maker Burts has announced it is renewing its commitment to charity partner, the Royal National Lifeboat Institution (RNLI), by extending its initial two-year contract to June 2024. Burts has also announced it will be doubling its on-pack fundraising targets to £40,000, and is in discussions with the charity about how to support its bicentenary campaign in 2024.

The partnership demonstrates the vital role the sea plays in the lives of the Devon community and the important, life-saving work that the RNLI carry out, not only for local people but also the thousands of visitors to the county each year. To date, the campaign has had a reach of more than 618 million, based on packs sold, press coverage, influencer mentions and social media reach via Burts’ proprietary channels. This has not only bolstered brand awareness, but all-importantly spread the RNLI’s vital "Float To Live" messaging.

In 2022, the snack maker launched a special edition co-created Prawn Cocktail pack, and thanks to outperforming its original trajectory, Burts was able to double its initial donation to the RNLI, giving the lifesaving charity £20,000 towards the crucial work they do in saving lives at sea. As part of this run-away success, since March 2022 the Prawn Cocktail flavour has gained listings in 674 outlets, with customers including Tesco, Costa Coffee, independent farm shops, cafes, delis, pubs and wholesale distributors. The Prawn Cocktail flavour is so popular that it’s now joined Burts core range of flavours. Burts also has two further co-branded packs; Lightly Sea Salted and Sea Salt & Malt Vinegar, two of its top-selling flavours.

“We’re so proud of our partnership with the RNLI," said Dave McNulty, CEO of Burts Snacks. "It’s long been a charity close to our hearts and also the local community’s heart and it’s incredibly rewarding to see how well received the collaboration has been, the money raised, and the awareness gained. Looking ahead, we’re keen to further strengthen our relationship with the RNLI. We’re exploring another limited-edition activation, how best to support the RNLI’s 200-year celebrations and looking to involve wider partners of Burts, such as customers and suppliers.”

In 2021, the RNLI saved 408 lives – a “save” constituting the prevention of a certain drowning – while also answering tens of thousands more callouts or “shouts”. Commenting on extended collaboration with Burts,

Steve Hulbert, Commercial Partnerships Manager at RNLI said: “Working with Burts to deliver the RNLI’s vital Water Safety messaging is an invaluable way of reaching more people with lifesaving campaigns. Burts’ marketing creativity brings our core message to life for a different audience sector, and we’re grateful for their continuing support of our cause.”