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Eggs for Soldiers was a truly innovative brand collaboration and raised over £1.3m, selling over 58 million eggs!
Eggs for Soldiers was launched in 2012 by Noble Foods who wanted to give consumers a simple way to do their bit by making a small change to their weekly shop. The brand concept, distinctive packaging and 'eggy' take on the Help for Heroes logo proved a bit hit with consumers and retailers, in what is a very price-competitive category.
Rob Newell, Marketing Director Shell Egg Division, Noble Foods: “We greatly respect the work the Armed Forces do. We saw the fantastic work that Help for Heroes was doing and we wanted to be a part of that. Many of our staff are either ex-military or families of Servicemen and women so it seemed the perfect fit for us. In the Summer of 2014 we reached the £1million milestone, all through the sale of eggs! It was amazing to be able to show our customers and retailers what can be achieved through a small change to their shopping basket.”
The product led to many other brand collaborations with Help for Heroes fundraising campaigns, including a special Tesco multi-buy bundle for the Heroes Breakfast campaign in 2015, alongside Alf Turner sausages and bacon, and Branston's Baked Beans in a unique retailer and charity brand partner collaboration.
DEWALT®, the UK’s leading manufacturer of industrial power tools, began its association with Help for Heroes by introducing a limited edition, Help for Heroes-branded drill kit, launched by British MotoGP rider Bradley Smith at Silverstone in 2014.
Such was the popularity and success of the product with its customers, it exceeded all sales and donation targets, raising over £60k. As a result DeWalt introduced a second drill set and Stanley Black & Decker, their parent company, has also launched a range of Stanley Knives in Help for Heroes colours.
Darren Barber Head of Marketing (UK & ROI): “Our customers were keen to see what products we could bring to market in 2016 to help drive further charitable donations. There was a clear link and interest from the construction industry, our distributors and end users around our partnership with Help for Heroes. We expanded our activities across our wider brand portfolio and included more staff in the central fund raising events delivered by Help for Heroes.”
DeWalt also donated tools to Help for Heroes Recovery Centre in Wiltshire, Tedworth House, which are used by wounded Servicemen and women for various outdoor activities as part of their recovery programme.
GSK kindly supported Help for Heroes with a generous grant of £1million over five years between 2011 and 2015. The grant enabled the Charity to transform Help for Heroes Recovery Centre in Wiltshire, Tedworth House, with the addition of the Phoenix Centre - a dedicated recreational space for those we support. This enhances their physical and mental wellbeing enabling them to rebuild their lives..
Opened in November of 2012, the Phoenix Centre delivers health, sport and exercise programmes to help Servicemen and women along the path to recovery, as well as give them a push in their physical and psychological fitness goals.
It's a world-class facility and was instrumental in helping the Charity develop it's world-leading Sports Recovery Programme.
GSK continued to support the Charity in various ways, not simply as a corporate donor, but also as a pro bono supporter providing know-how and expertise in 2016.
In 2013 GSK funded a work placement for a member Help for Heroes' Band of Brothers fellowship, which led to a permanent role within the company. Following the success of this scheme GSK provided a further £10k funding to offer further opportunities to support Veterans back into work.
Help for Heroes participated in an event for the Apprenticeship group organised by the GSK Early Talent Team, the ‘Apprenticeship Challenge’. The Help for Heroes team set apprentices from GSK’s GMS a challenge to design a solution to a problem that many of those we support face. Paul, a Help for Heroes Ambassador shared his experience of Post Traumatic Stress Disorder with the team, who explored the use of high peak noise cancelling ear buds.
GSK is a science-led global healthcare company with a mission: to help people to do more, feel better, live longer. The partnership with Help for Heroes falls within its Health and Wellbeing in Communities programme which aims to make a difference to communities through economic contribution, investment, education programmes and partnerships.
Created by: Heroes. Brewed by: Marston’s. Enjoyed by: Everyone.
A discussion between Help for Heroes Co-Founder Bryn Parry, Tesco and Marston’s - the UK’s leading brewer of premium cask and bottled beers - led to the development of a new beer to raise funds for wounded Servicemen and women. Marston’s Help for Heroes Ale proved hugely popular with its customers with over 1 million pints sold.
Genevieve Upton, Head Innovations Brewer at Marston’s, worked with three wounded Veterans to create the unique, blonde ale. Pete Dunning, Baz Whittingham and Si Brown knew exactly what they were looking for and after tasting samples, in typical Band of Brothers’ no-nonsense-style, quickly arrived at what they wanted.
Help for Heroes Ambassador Si Brown said: “We wanted a modern-tasting ale and Pete, Baz and I all had a definite idea of how we wanted the beer to taste. We hope members of the public, when they are doing their weekly shop, will think about the wounded and pop a couple of bottles into their shopping basket.”
Richard Westwood, Managing Director of Marston’s Beer Company said: “We are enormously proud to be associated with Help for Heroes. Everyone involved in this project has been bowled over by the fantastic work that they do with injured Servicemen. We hope that the beer has helped raise awareness for the work done by the Charity as well as raising some money.”
The Help for Heroes Ale was well received, with a 5p donation per bottle and 6p per draught pint.
The development of the beer marked the start of a wider partnership with Marston's with landlords and pub staff raising over £45,000 through collection tins on the bar, quiz nights, live music evenings, BBQ afternoons and more.
Marston’s also supported Help for Heroes in other areas other than pure fundraising, such as promoting Hero Ride throughout their estate (the first such request they have supported which is testament to the relationship), distributing BBQ for Heroes flyers and in-kind support for the Cricket for Heroes event at the Oval in 2015.
Ginsters sponsored the Help for Heroes Hero Ride in 2015 and 2016, with the well-known British company also launching a limited edition pasty in May 2016 to raise funds for our wounded.
Two members of Help for Heroes' Band of Brothers fellowship – Brian and Dave – worked with the Ginsters Chefs to create a limited edition pasty choosing flavours which reminded them of home and the favourite foods they missed while serving overseas. The final product was a classic combination of succulent British roast beef and horseradish.
Brian said, “It was one hell of an experience. Ginsters is doing a phenomenal job. Their support is going to help, and change someone else’s life, just like mine has been.”
Dave (left) and Brian at Ginsters
Jo Hartop, Head of Corporate Communications for Ginsters said “We have been working with Help for Heroes for the past two years through our support for the Hero Bike Ride. We were delighted to build on our existing partnership with them by launching the Limited Edition pasty. Brian and Dave were an absolute delight to work with and the whole Ginsters Team really enjoyed the time spent with them developing this special pasty.”
"We are extremely proud to be associated with the Help for Heroes charity as it fits perfectly with our brand and the causes our consumers really care about. Many of our employees participated in the Hero Ride to raise awareness of the event, experience the camaraderie of cycling alongside Heroes and raise money for an extremely worthwhile cause”.
In 2015 staff at Border Force chose us as their Charity of the Year for two years. Many Border Force staff are ex-military and some have been supported personally by Help for Heroes. As part of the Help for Heroes partnership legacy, Border Force is looking to set up a Military Veterans Network.
Their initial fundraising target was £50k which they smashed! The partnership was so popular with Border Force employees that it was extended for a further 6 months raising over £164k in total.
Sir Charles Montgomery KBE, Director General, Border Force said: “It is now just over two and a half years since Border Force staff selected Help for Heroes, overwhelmingly, to be our Charity Partner.
"The organisations both care for and are diligent in protecting the vulnerable, whether they may be our own staff or passengers, or with our Heroes; the wounded, injured and sick. And in Border Force we have a lot of veterans, reservists and Forces families.
Border Force staff members have been honoured to visit Tedworth House and speak to your beneficiaries. They saw what was being achieved there and heard from the Heroes themselves. They spread that message and ran, climbed, sponsored, baked, rowed, ate, drank and quizzed their way to raising over £164, 000, an amount we know that you will put to excellent use."
Border Force employees organised an impressive range of fundraising activities from a Border Force XI v Cricket for Heroes XI match to a special Armed Forces Day collection at London Heathrow.
Other exciting fundraising events included a London City Airport Treasure Hunt, a Heathrow Runway Run and Dunkirk to Calais rowing challenge. They also donated a range of items from hand knitted scarves to calendars for the Help for Heroes Christmas Stockings Campaign.
Border Force is a law enforcement command within the Home Office, responsible for securing UK borders by carrying out immigration and customs controls for people and goods entering the UK.
Will you sign up to the Heroes Promise, and give £8 a month, or as much as you can afford, to help rebuild lives?