• Devising CSR campaign with RNLI to celebrate SW links
  • Achieving coverage across national, regional and trade media throughout 18-month partnership period
  • Exceeded sales expectations and doubled initial charity donation

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Length of Campaign (Months)

Burts launched its first major CSR campaign with the RNLI to highlight its SW roots and support this worthwhile charity during the key holiday months. Central to the partnership was a limited-edition pack which was sold across the SW and was available in RNLI shops.

Throughout the 18-month sponsorship period, coverage was achieved announcing the partnership with interviews and photocalls, through the launch of the limited edition pack with SW retailers and with regular updates on sales and the success of the partnership. A social media campaign was also implemented with key SW influencers and across LinkedIn, which resulted in a total of 30 posts.

The campaign was highly successful. Over 5.8 million packs have been sold and this resulted in Burts doubling its original sponsorship donation to the RNLI.

The campaign has also been shortlisted in Consumer Initiative of the Year category in the The Grocer Gold Awards 2023.

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