Charity: Helping the Heroes

It was the summer of 2007 when Bryn and Emma Parry decided they would ‘do their bit’ to help the wounded British forces returning from Afghanistan. Their son was due to join the army and, as an ex-serviceman, Bryn was in touch with his old regiment. By September, the couple had enlisted the fundraising help of friends and family, and come October they had launched a charity.

Four years on and Help for Heroes has grown beyond all imagination, with retail giants and major brands backing the cause. Andrew Gidden, MD and founder of Red Lion Foods, which donates all its post-tax profits to charities that benefit the armed forces and their families, is among those who have been inspired.

His company began working with HfH at the start of the year and has pledged to donate £100,000 by January 2012. Promotions have focused on meat products including bacon, sausages, burgers, ham and pork chops. “If it were not for Help for Heroes, Red Lion would not exist,” says Gidden. “Its work inspired us to create a brand that would say thank you to our armed forces every day. We want to allow UK consumers to do this simply by putting Red Lion products into their shopping baskets. We get many letters from the public saying how fantastic it is that they can contribute just by buying a pack of bacon.”

Energizer, too, has pledged to raise money – £120,000, to be precise. In September, it kicked off its Be a Hero on-pack campaign, which runs until November 30, and is donating 5p per pack. Energizer research revealed shoppers are now seeking quality products with added-value incentives and are particularly attracted to brands that deliver performance and make a responsible contribution to society.

“Be a Hero represents the biggest opportunity to raise funds for the charity as pre- Christmas sales account for one third of all annual battery sales,” says Nick Powell, Energizer MD for UK & Nordic regions.

Such brand partnerships also help products stand out from the crowd. The Prince’s Countryside Fund, a collaboration of businesses working together to secure a sustainable future for rural Britain, has similar alliances with Jordans and Ryvita.

Both brands have a strong connection with British farmers – and by working with the Fund they show customers that the brand offers something different to its numerous rivals, says John Giles, chair of the Chartered Institute of Marketing’s food, drink & agricultural group. “When a brand’s packaging carries the logo of a desirable partner, it begins a conversation with the customer based on more than just a purchase; when shoppers are feeling the squeeze, these emotional connections ensure vital brand loyalty,” he says.

Feelings were certainly running high on April 29 this year – the day of the Royal Wedding – and Greggs was quick to support HfH. The bakery chain sold three themed products – a coronation chicken sandwich, a Royal Wedding-themed cupcake and a jammy heart biscuit, donating 20p per sandwich and 10p per cupcake/biscuit to the charity, which received £23,391.

“The money raised was used to help fund troop recovery centres, which provide facilities to support two key parts of the recovery process: the holistic life skills course and the activities to get the wounded, sick and injured back out doing what they enjoy the most,” says Greggs chief executive Ken McMeikan.

Supermarkets, too, have been quick to lend support. Tesco has raised more than £1m since becoming involved in 2009, and this year held a two-day collection outside its stores raising more than £550,000. It is now selling boxed Christmas cards expected to raise a further £500,000, and Tesco Direct has also provided around £100,000 of homeware for HfH Personnel Recovery Centres. The retailer hasn’t gone unrecognised. “Tesco received a hero award for its multisided support – a national collection day, hosting a triathlon, brand partnerships for Royal Wedding mugs and Christmas cards and the donation of a significant amount of furniture to our recovery centres,” says Lizzy James, HfH head of corporate relationships.

But Tesco isn’t the only one trying to do its bit. Waitrose has raised funds through its Community Matters scheme, which launched in 2008 and sees every branch give away £1,000 a month (£500 in convenience shops) between three local good causes and charities. The Waitrose Community Investment Committee also donated £6,000 to new rehabilitation facilities, which opened last year at Headley Court in Surrey and, in 2009, the supermarket raised a further £6,000 through the head office’s charities week.

Asda has raised £450,000 for the charity this year alone through fundraising efforts and selling HfH wristbands. Other retailers and brands that have supported HfH include M&S, Sainsbury’s, The Co-op, Fox’s, Premier Foods and Noble Foods.

In Afghanistan alone, 385 British forces personnel and MoD civilians have lost their lives to date. But what started off as a tiny charity has turned into a success story and household name thanks largely to the support of retailers and brands