Bisto joins forces with Help for Heroes

Bisto frozen ready meals to reward shoppers and support our Heroes
with new on-pack giveaway

Kerry Foods has paired up with Help for Heroes to deliver a brand new on pack campaign on the leading frozen ready meal brand Bisto.  With a £500,000 prize fund, the promotion will offer consumers the opportunity to support the UK’s best known charity for wounded, injured and sick Veterans and Serving personnel, Help for Heroes, whilst having a chance to win cash prizes. Running for 12 weeks across 19 SKUs, the promotion will roll out nationwide in major multiples from Monday 2^nd May and is designed to attract new customers, reward consumer loyalty and increase market penetration.

Featuring on more than 5 million Bisto FRMs, each pack contains a unique code for consumers to enter via the brand new website: www.bistodinners.co.uk/win to be in with a chance to win a £5 cash prize. Kerry Foods will then donate a further £5 to the Help for Heroes charity, with a potential contribution of £250,000 to this worthy cause. The promotion has been devised to appeal to Bisto’s core customer base, as well as attracting a wider demographic.

Kerry Foods Senior Brand Manager, Charlotte Bourne, comments: “As a trusted, well known charity, Help for Heroes was the perfect choice and a great fit for Bisto, the number one frozen ready meal brand.  We know many Bisto FRM consumers are already engaged with the charity and want to show their support. The promotion is designed to raise vital funds to support the essential services offered by the charity for our Armed Forces, and also incentivise customers to increase their purchase frequency.”

Marcus O’Shea, Head of Brand Partnerships at Help for Heroes adds: “We’re really excited to partner with a trusted British brand like Bisto – the brand shares our passion to support thousands of our brave men and women and the money raised will go a long way to help to ensure support is there for the long-term to rebuild lives.”

Help for Heroes supports Servicemen, women and Veterans of the British Armed Forces who have suffered life changing injuries and illness in the line of duty, and their families. This includes physical and psychological support, as well as encouragement to take on new activities, courses and careers to enable them to rebuild their lives.

For over 100 years, the Bisto brand has been an important part of family favourite meals across the country. Frozen ready meals are a key part of the total Bisto range and have a retail value of £44m.