For the last 13 years Fairy (Procter and Gamble) has supported Make-A-Wish in the run up to Christmas as part of an integrated marketing partnership. Since the start of our partnership Fairy has donated around £1.4 million to help grant magical wishes in the UK.
Over the years, our partnership has evolved as our two brands have developed and intertwined. Engagement activity has focused on bringing the ‘family’ element of both brand to life, harnessing the strapline ‘be a Fairy godmother’ and in recent years in highlighting Fairy Economy, and the fact that a bottle of Fairy will typically last twice as long as competitor brands.
Fairy organised 2 epic Bake-A-Wish events at London Westfields shopping centre for the last two years. In 2014, together we set a Guinness World Record for the world’s largest cake, with shoppers eating the cake over one weekend and managing to wash up 12,000 plates with just one bottle of Fairy washing up liquid! In 2015, Fairy went on the hunt for the nation’s best festive cake. The winning Tutti Frutti Yule Log (recipe from Vicky Ashley, a theatre nurse from Stockport) took centre stage at a ginormous bake sale at Westfield’s shopping centre in London on 20-22 November!
Helped by celebrity presenter and keen baker Rochelle Humes, thousands of pieces of festive cake were served to Westfield Christmas shoppers in return for a donation. Fairy then did the washing up and contributed £10 for every plate washed, washing 12,616 plates using just one 780ml bottle of Fairy, raising a staggering £153,274.81.
Fairy’s 2015 Bake-A-Wish festive cake sale by numbers:
12,616 plates cleaned with one 780ml bottle off Fairy
400 pieces of cake on average eaten per hour
12: number of years Fairy and Make-A-Wish have been in partnership
£1.35 million: money raised to date by Fairy for Make-A-Wish
To watch the video of the bake sale featuring Rochelle Humes, click here.
In 2016, Fairy will be repeating its successful in-store brand marketing in supermarkets across the country using the strapline ‘Sparkles, wishes and lots of clean dishes’.
Fairy continues to be the number one selling hand washing liquid at Christmas.
If you'd like to talk to us about how we could work together, please call 01276 40 50 80 or email [email protected].