Nothing says Christmas more than the spirit of giving, a sentiment Tracey Richardson, head of partnerships at Louis Kennedy, knows very well. This festive season has seen POC member, Louis Kennedy, do what it does best and match some charities with licenses and companies to raise money for their worthy causes.
The first of which saw Aldi’s beloved Christmas mascot, Kevin the Carrot, partner with the Teenage Cancer Trust to sell themed collectibles to raise money for the charity.
Aldi has had a partnership with Teenage Cancer Trust since 2020, when it pledged to raise £10 million for the charity by 2027, it has since upped this target to £15 million after reaching its initial £5 million target over 18 months early.
However, especially for Christmas, Aldi has debuted its Kevin the Carrot collectables, made from recycled fridge and car parts from Cornwall-based company, CHX, into all its Aldi stores across the UK. Kevin the Carrot once again featured in Aldi’s Christmas TV advertisement this year, enacting the role of super spy to save the spirit of Christmas from a gang of humbugs.
The objective of bringing the character of Kevin into this collaboration between Aldi and Teenage Cancer Trust, explained Tracey, is a development of the Kevin the Carrot brand, “It brings him to life and, in a way, makes him part and parcel of the team raising money for the charity.”
Tracey continued, “Kevin is so famous, so the brand awareness of having the product in store with the Teenage Cancer Trust logo is huge. And then when customers buy the pack, they get more information about the charity and their work. So, it’s a dual positive brand awareness and fundraising initiative.”
A OneStop shop to Christmas giving
During the festive season, many charities and brands turn to fundraising opportunities to make the most of the giving spirit, making it the perfect time for collaborations such as Aldi’s Kevin and Teenage Cancer Trust. But they are not the only ones getting into the festive spirit of generosity.
OneStop is building on its already existing partnerships with Care Bears and Swizzels and their collaborations with Young Lives Vs Cancer and Alzheimer’s Society, respectively, for a Christmas fundraising push in its stores.
Louis Kennedy first partnered Care Bears and Young Lives vs Cancer in 2022, as part of Care Bear’s 40th anniversary campaign. This partnership was brought to life in OneStop stores through Care Bears merchandise such as key rings and pin badges.
Tracey explained that the collaborations that bring together a character with a charity are usually especially successful; “You’re not just trying to talk to the existing charity fan base, you’re also talking to the character fan base, and hopefully some of those will become regular donors or followers.”
Through Swizzels’ partnership with Alzheimer’s Society and OneStop, they have created an elf character, which holds the confectionery brand’s characteristic Love Hearts and Drumsticks, and translated this design to key rings, pin badges, and a plush toy for consumer purchase.
The Swizzels and Alzheimer’s Society merchandise in OneStop stores has already been very popular over the last year, said Tracey, but now it is part of a Christmas campaign.
Usually throughout the year, OneStop alternates its focus between its Care Bears and Young Lives vs Cancer campaign, and its Swizzels and Alzheimer’s Society campaign, but this year for Christmas it decided to bring the two together into one big Christmas giving campaign.
The Care Bears and Young Lives Vs Cancer partnership is already also popular in Weatherspoons, but currently the Swizzels and Alzheimer’s Society partnership is exclusive to OneStop, however with its popularity, Tracey expects it to grow it into other retailers.
