Burts and RNLI Partnered to Showcase Heroes
Michael Hemsworth — May 9, 2024 — Marketing
References: burtschips & talkingretail
Burts and RNLI have announced a new partnership that will see the former brand showcasing the latter organization's heroes in a bid to pay homage to their work, while also supporting a good cause.
Burts partnership with the Royal National Lifeboat Institution (RNLI) marks the organization's 200th anniversary and will see real photos of heroes placed front and center on participating packets of crisps in the UK. The new branding follows on the partnership struck between the two that started in 2021 and has already resulted in £220,000 raised for the charity.
Head of Burts Claire Wade commented on the Burts and RNLI branding partnership saying, "We’re very proud of our ongoing partnership with the RNLI. It’s a charity that’s close to our hearts, as well as those of our local community. We are thrilled to be able to contribute and be part of the RNLI’s 200th anniversary celebrations by creating these new limited-edition designed packs and raise further awareness of the amazing work they do. What’s so special about these packs is that they feature some of our RNLI legends that we’ve been able to build relationships with and see first-hand the incredible work the volunteers do.”
Burts partnership with the Royal National Lifeboat Institution (RNLI) marks the organization's 200th anniversary and will see real photos of heroes placed front and center on participating packets of crisps in the UK. The new branding follows on the partnership struck between the two that started in 2021 and has already resulted in £220,000 raised for the charity.
Head of Burts Claire Wade commented on the Burts and RNLI branding partnership saying, "We’re very proud of our ongoing partnership with the RNLI. It’s a charity that’s close to our hearts, as well as those of our local community. We are thrilled to be able to contribute and be part of the RNLI’s 200th anniversary celebrations by creating these new limited-edition designed packs and raise further awareness of the amazing work they do. What’s so special about these packs is that they feature some of our RNLI legends that we’ve been able to build relationships with and see first-hand the incredible work the volunteers do.”
Trend Themes
1. Charitable Snack Branding - Opportunity to leverage brand partnerships to spotlight real-life heroes and support charitable causes through product packaging.
2. Limited-edition Designed Packs - Innovative approach to celebrating milestones by incorporating real photos of heroes on packaging to drive awareness and raise funds for a cause.
3. Community-centric Collaborations - Exploring collaborations that resonate with local communities and celebrate organizations' anniversaries while contributing to social impact initiatives.
Industry Implications
1. Food and Beverage - Potential for food and beverage brands to forge partnerships with charitable organizations to create unique packaging designs that drive engagement and social impact.
2. Marketing and Branding - Incorporating real-life hero stories into branding strategies can create emotional connections with consumers and showcase corporate social responsibility initiatives.
3. Nonprofit and Charitable Organizations - Exploring innovative branding collaborations with corporate partners can help nonprofits raise funds, increase visibility, and commemorate milestones.
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