Cheese brand Primula has donated £25,000 to five charities nationwide, following its anniversary radio campaign.
The campaign, which ran across consumer radio channels Heart and Smooth in February, reached over 5.5 million people and saw 463 unique nominations for charities and good causes across the country.
The £25,000 donation will be evenly distributed across five nominated charities, Project Youth Cancer, I’m George’s Mate, Spennymoor Youth Theatre Group, Purple Heart Wishes, Pollock United, specifically selected for their dedication to promoting youth mental health and wellbeing.
The donations will support grassroots communities in various impactful ways, ranging from providing counsellors to young people being treated for cancer, to funding time and resources that allows a creative space for children and their families in deprived areas.
The campaign was launched in celebration of the brand’s 100th anniversary this year, an opportunity to give back and serving as a reminder to consumers that Primula donates all its profits to good causes.
“This initiative not only celebrates 100 years of Primula but also underscores our ongoing commitment to supporting good causes, both locally and on a national scale,” Lisa Thornton, head of marketing at Kavli UK, which owns Primula, commented.
“As consumer consciousness evolves, we urge retailers to champion products that directly contribute to local communities, thus amplifying the collective impact that socially-aware brands can have.”
As part of the Kavli Trust, Primula donates all profits to good causes. Last year alone, The Kavli Trust donated over £3 million to UK charities and local beneficiaries.
