Keen to show their support for the NHS at the very start of the Covid-19 crisis, confectionery giant Swizzels produced special NHS-branded bags containing mini rolls of Love Hearts.
Featuring special messages THANK YOU, MY HERO, SMILE and BE KIND, all profits from sales of the product are being donated to the NHS Foundation Trust in Manchester which is conducting research into the virus.
We were tasked with generating media coverage to get the bags noticed and drum up sales.
Swizzels was one of the first companies to get behind the NHS in such a way so there was a huge appetite in the media to publicise their initiative.
Obviously, the north west press was keen to cover the story of a local company supporting a local Trust, leading to stories like this but we knew the initiative had wider appeal. We pitched it out to the nationals and secured over 30 pieces of coverage.
With the bit firmly between our teeth, we decided to go further and sent bags to a select number of celebs, including ITV This Morning presenter Jenni Falconer and meteorologist Laura Tobin, who we already knew were big fans of Swizzels. They did us proud by sharing the product with their followers and spreading the word to the rest of the Good Morning Britain team, including the one and only Dr Hilary, who applauded the campaign.
Made in Chelsea star Rosie Fortescue and Cheshire housewife Christine McGuinness also got behind it, sharing their support with their huge followings.
Retailers including One-Stop and Co-Op are now stocking the bags in a bid to show their support, while other retailers are lining up to put them on their shelves, too.
Lots of companies jumped on the ‘support the NHS’ bandwagon but we are proud to say that Swizzels really did lead the way.