Laya Healthcare has positioned itself as the consumer champion in the private health insurance market with its brand promise of ‘Looking After You Always’. Its Super Troopers programme was developed with the help of Real Nation alongside education, psychology, nutrition and physical activity experts to support exercise among school children. This is the first ever health homework programme to be run in Ireland and it aims to encourage children and their families to live a healthy lifestyle. Last year, over 60,000 children took part in Super Troopers in schools across Ireland, affording Laya the opportunity to live its brand values of being innovative, caring and grounded.
Lidl set ambitious targets to raise funds for their charity partners at a very congested time of the year for charity fundraising. Offering a fun and appealing prize of 2 minutes free shopping was a huge incentive for customers to take part. Selling tickets at the affordable price of €1/£1 was to encourage repeat purchases. Widespread advertising, social posts and PR contributed to the record sales for Lidl and raised much needed funds for two worthy causes. Staff engagement was at an all time high with additional tickets requested by stores after only one full week of selling. The team in Lidl were overwhelmed by the totals raised and it boosted morale heading into the festive period.
The Kenco brand sought to re-assert its ethical leadership and become known for more than the product. Through Coffee Vs Gangs, Kenco created a hard-hitting, purpose-driven campaign that was radically different to anything any other coffee brand has done before. Coffee Vs Gangs gave young Hondurans an alternative to gang life by training them to be coffee entrepreneurs. This potentially life-changing campaign was pioneering in its ambition and content, and with the help of H&A Marketing and PR, the supporting communications resonated with consumers. Crucially, Kenco’s coffee credentials were maintained whilst emphasising the brand’s social responsibility.
Woodie’s has always been about the home and the families and children that live there. The company devised a CSR strategy that offered the opportunity to capture hearts, connect with colleagues, customers and suppliers on an emotional level, and generate a new and shared passion for giving back to the community. Woodies partnered with a single charity, Make-A-Wish, and launched the Working on Wishes (WOW) initiative across the store network. Staff in the stores chose and staged their own fundraising activities, and a 5-day endurance cycle event was organised. A significant sum was raised whilst the staff team was galvanised around it.
The Community Fund is one of the most precious assets in Tesco’s CSR strategy, helping to ‘sea of sameness’ in the retail world to drive brand loyalty to a brand that was in decline. Investing heavily in the campaign both above the line and below, the iconic Community Fund blue token was showcased in a 360-degree communications campaign, supported by Rothco, to drive reappraisal for the brand and to show the work it was doing in every community across Ireland. Significant investment in supporting communications saw the Tesco brand scoring high on perceptions of having a positive impact in the community, and brand trust scores also hitting a high.