CLIC Sargent’s aim was to raise £5million to help fund specialist children’s cancer nurses across the UK. The target was smashed by nearly 50%, raising £7,201,670.
This is a fantastic example of what can be achieved through a charity partnership. A dedicated team at CLIC Sargent managed the partnership, including a campaign manager, account managers and a PR manager, all supporting Tesco employees.
Tesco employees from Head Office, stores and distribution centres along with customers from across the UK embraced and supported the partnership through a variety of fun and exciting events, including fancy dress days, static cycles, head shaves and large corporate events. Tesco Bank also donated every time a Tesco ATM was used.
Cause related marketing
We worked with various Tesco suppliers to create innovative and successful CRM campaigns, such as an in-car air freshener (the bestselling air freshener for Tesco ever) and a range of greeting cards. In January 2011, Tesco launched their biggest ever cross-brand promotion to benefit CLIC Sargent, involving five different suppliers and 60 different household products sold in store and online. Acclaimed designer, Orla Kiely, also created a range of collectible, limited edition reusable shopping bags, sold exclusively through Tesco, to help fundraise for CLIC Sargent. Tesco raised over a million pounds through cause related marketing campaigns alone.
Tesco staff were kept up to date with the latest news, stories and photos of some of their amazing fundraising events on a bespoke Tesco partnership microsite.