Ahead of the upcoming Merseyside Clash, LFC legend Jamie Carragher and John Bishop are calling on fans from across the city to support Fans Supporting Foodbanks, in whatever way they can at Anfield on 13 February. To further raise awareness, LFC Sustainable Protein Partner Quorn Foods, will match the food donations made by fans on Derby Day.
In a new video, filmed to support the cause, Jamie recounts his memories of playing in the Merseyside Derby as the pair walk through the streets where he grew up. "For us footballers, especially on Derby Day, football seems like the biggest thing in the world, but it’s not. What people are going through today is," he reflected.
“The ‘Double The Donations’ initiative is doing a great job to support the local community and raise awareness of the increasing need for foodbanks in Liverpool. We’re so grateful to the volunteers who dedicate their time to tackling food poverty, and we’re really pleased to be able to give them our support."
Comedian John Bishop added: “It’s been inspiring to learn about the ‘Double The Donations’ initiative and the work of Liverpool FC & Everton fans, as well as the foodbank volunteers, who do crucial work to support the local community. You can’t help but also think, when you hear that 1 in 5 in the UK are now living in poverty, that it shouldn’t be their job. The Government must do better.”
The ‘Double The Donations’ initiative, sponsored by Quorn, comes as Merseyside foodbanks report a 96 per cent increase in demand year-on-year.
"We’re incredibly inspired by the volunteers and football fans who are fighting against food poverty in their community," said Sam Blunt, Commercial Operations Director at Quorn Foods. "It’s their generosity and compassion that is making sure people get the help they need, and we’re proud to partner with Liverpool FC to support this important cause."
"Whatever food is collected on matchday will be doubled thanks to Quorn, LFC’s Official Sustainable Protein Partner. Their ‘Double The Donations’ pledge is now in its second season and is helping to raise awareness of the issues of food poverty and raise food donations to alleviate food poverty pressures in the Liverpool City Region.
Fans Supporting Foodbanks was founded in 2015 and is a joint initiative between Liverpool FC and Everton FC, promoting a global message of football solidarity because hunger doesn’t wear club colours.
Fans Supporting Foodbanks started with just three fans collecting tins of food on match days. They now supply a massive 25 per cent of all donations to North Liverpool Foodbank.
OREO is launching a one-of-a-kind partnership with the hotly anticipated A MINECRAFT MOVIE, in cinemas April 4.
The cookie brand has come together with the movie, set in a world where creativity is essential to one’s survival, to encourage fans to taste, play, win – serving up OREO’s most playful snacking experience to date, with money-can’t-buy prizes on offer.
Four Special Edition cookies have been released as part of the partnership, which includes a very special feature that allows cookie faithful and moviegoers to enter a world of play.
The cookies are embossed with symbols inspired by A MINECRAFT MOVIE – the iconic Pickaxe, Crystal, Sword and Creeper – all sure to excite Minecraft fans and entice OREO lovers to experience both the cookies and the film.
In OREO’s most playful gaming mechanic on pack yet, fans bite the cookie into a square and then scan the custom embossments to access a themed AR online experience, where players hunt for hidden elements from A MINECRAFT MOVIE.
The Special Edition cookies also offer fans the chance to win exclusive OREO x A MINECRAFT MOVIE prizes.
“At OREO, our mission is to bring more playfulness into the world, and our latest partnership with A MINECRAFT MOVIE is set to be our most playful collaboration yet – by paying homage to the beloved blocks of Minecraft with our iconic round cookie,” said Perrine Pierrard-Willaey, Marketing Director Europe at OREO. “We’ve seen some amazing partnerships in the past from Xbox to Batman so we hope this partnership excites fans just as much, and we can’t wait to see them taste, play and win!”
Julie Moore, Senior Vice President of Global Brand Partnerships at Warner Bros. Pictures said: “A MINECRAFT MOVIE, just like the hugely popular game that inspired it, is all about empowerment through creativity, and no cookie has inspired more creative ways to consume it than OREO. The fact that the classic circle-shape is embracing the renowned Minecraft block makes our partnership one for the ages.”
Fans looking to participate in the fun can visit www.oreo.eu or join in on the conversation on @OREOUKI.
Weight wellness snack brand, Fibre One, has started the new year with a bang with its latest campaign and brand visual overhaul, “Your Treat Should Treat You Better”.
Fronted by the pleasure-full (but still 90 calories) indulgence of Fibre One’s Chocolate Fudge Brownies, the new campaign tells shoppers that, when temptation strikes, they can treat themselves without compromise. With bold, illustrated imagery and impactful messaging, it empowers consumers to find their main character energy, backed by the ethos: life’s too short for flavourless sacrifices and bland snacks.
With a £230k investment in shopper media, both online and in-store, ‘Your Treat Should Treat You Better’ engages consumers from the aisle. A promotional price of £1 (RRP £2.25) across January further doubles down on Fibre One’s appeal at a key time of year for weight wellness seekers.
“Permissible indulgence is a popular driver for consumers as they search for options that offer maximum taste yet minimal calories – and that’s exactly what Fibre One delivers,” said JP Del Carmen, Head of Snacks at General Mills.
“Through our new campaign, we want to show shoppers that they can feel good about meeting those cravings, with Fibre One as the go-to treat that treats youbetter.
“With bold messaging and in-store visuals coupled with a fantastically low promo price, Fibre One is sure to grab attention in the snacking aisle this January.”
Walkers is bringing back its popular lunch campaign for the fifth year running with an on-pack promotion for shoppers to get their teeth into. Running from 20 January to 30 March, the promotion will be across Walkers Core, Walkers 45 per cent Less Salt and Walkers Baked ranges, as part of its commitment to make lunchtime even more enjoyable. The chance to win one of 121 daily prizes every day* spans across 45g grab bags, 32.5g standard packs, 70g PMPs, 6 pack SMP and 20 pack D2C - so whether shoppers are stocking up in advance, or grabbing a meal deal to go, they can take advantage of this tasty opportunity.
Sandwiches remain the top pick for lunchtime, with 50 per cent of people sticking to the same sandwich every day. A synonymous pairing, this promotion offers an even stronger incentive for shoppers to choose Walkers as their lunchtime accompaniment. With a total of 8,470 prizes throughout the promotional period up for grabs, there is plenty to play for, including a chance to win free lunch every day for a year. By stocking Walkers crisps, retailers can encourage shoppers to increase basket spend and drive repeat purchases as they return to try their luck at winning.
“Lunch is a key occasion for snacks and crisps are an essential part of it,” said Stephanie Herbert, Walkers Senior Marketing Manager. “This campaign offers a compelling reason for customers to enjoy Walkers with their sandwiches, driving both excitement and engagement. The promotion will help drive footfall, boost sales and further solidify Walkers as the go-to snack at lunch.”
* To enter, shoppers can simply purchase a promotional pack of Walkers Core, Walkers 45% Less Salt or Walkers Baked and scan the QR code, then enter their name, email address and pack code for a chance to win. For full T&Cs, please visit: https://www.joy-pepsico.eu/en-gb/promotions/walkers/freelunch. The on-pack promotion will be supported with a new TV campaign from February.
Fortitude Drinks UK today (22) announces that it has been awarded the exclusive distribution rights for Pampero, the renowned Venezuelan rum brand, in the United Kingdom.
This partnership supports Fortitude Drinks' commitment to bringing world-class spirits to UK consumers and trade partners.
Pampero, a name synonymous with craftsmanship and premium rum, is a celebrated brand with deep roots in Venezuela's rich rum-making heritage.
It is one of the leading Rums in Europe, known for its smooth profile and exceptional quality, Pampero offers a versatile range of expressions that have earned a loyal following worldwide.
With this new partnership, UK consumers can look forward to wider access to Pampero's award-winning portfolio, including Pampero Blanco, Pampero Especial, Pamero Seleccio and the iconic Pampero Aniversario.
The addition of Pampero further bolsters Fortitude Drinks' growing portfolio of premium spirits.
With its established distribution network and expertise in introducing high-quality brands to the UK market, Fortitude Drinks is uniquely positioned to elevate Pampero’s presence across on-trade and off-trade channels.
“We are delighted to collaborate with Gruppo Montenegro and welcome Pampero into the Fortitude Drinks family,” said Nick England Managing Director of Fortitude Drinks UK.
"Pampero’s legacy of quality and authenticity perfectly aligns with our mission to provide UK consumers and partners with exceptional spirits from around the world.
"We are confident that this partnership will deliver strong results and help grow Pampero’s reputation in the highly competitive UK market.”
This move is expected to strengthen Pampero’s footprint in the UK market, following its recent acquisition by Gruppo Montenegro, while offering consumers an authentic taste of Venezuela’s rum-making tradition.
Marco Seminaroti, Europe Director of Gruppo Montenegro comments, “We are delighted to partner with Fortitude Drinks in the UK.
"The Pampero acquisition strengthens Gruppo Montenegro’s international growth ambitions with a brand of strong quality and heritage, the first Venezuelan rum aged for more than two years.
"We are committed to long term sustainable growth and look forward to unleashing Pampero’s full potential in the UK.”
Natural cheese slice brand Leerdammer will launch its new “Incognito” TV advertising campaign on 20 January – aiming to drive memorability with consumers by tapping into the brand’s “Deliciously Different” positioning and comedic tone of voice.
Based on the insight that Leerdammer’s mild and nutty flavour profile is truly irresistible, keeping consumers coming back time and time again, the ad sees a shopper returning to a supermarket sampling counter ‘incognito’ in various disguises, to enjoy multiple tastes of the cheese.
Expected to reach over 7.6m ABC1 25-45 consumers, the campaign will promote Leerdammer’s flagship slices range – Leerdammer Original Slices and Leerdammer Light Slices – across BVOD and YouTube advertising. With a total investment of more than £800k, the first phase of advertising will run from 20 January to 9 February, to be followed with activity in May and September – supported with proximity six-sheets, as well as online and in-store activations.
The new ad scored highly in testing, with a 98 per cent Awareness Index and an outstanding ability to generate sales in the short-term (95 per cent). As well as excellent cut-through potential and strong persuasion, with an excellent ability to build the brand positioning.
“We know that Leerdammer’s mild and nutty flavour profile keeps consumers coming back for more and this new advert brings this to life brilliantly, while playing to the brand’s unique, fun tone of voice,” said Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland.
“We expect the ad to drive brand memorability and strengthen engagement with shoppers – new and existing, in turn increasing purchase intent and basket size. And overall, we hope it encourages shoppers to return ‘time and time again’ for a taste of Leerdammer!”