Campaign of the month

Heart-y donations for Great Ormond Street Hospital

Pink Lady® celebrated this year’s Valentine’s Day, by utilising their well renowned ‘love and care’ to devise something truly unique…

1,500 limited edition Pink Lady® apples, each with a perfect heart motif naturally imprinted in their blush pink skin were grown in aid of Kiss It Better, Great Ormond Street Hospital Children’s Charity appeal, to raise funds for research into the causes and treatment of childhood cancer.

Cirkle enticed Harrods to sell the heart imprinted apples exclusively within the luxury, Knightsbridge store in the run up to Valentine’s Day, priced at £3 each. The initiative was promoted via in-store plasma screens, branded signage, apple displays spread throughout the store’s till points, branded apple recipe cards distributed to commuters, not to mention the distinctive Pink Lady® branded Mini Clubman parked outside to grab attention. Cirkle also infused a touch of romance to the prestigious food hall with a dedicated apple cart piled high with the pink tokens of love!

Cirkle contacted the press, resulting in widespread coverage generated nationwide across leading daily food programme Market Kitchen, London’s Smooth FM, Magic 105.4, London Evening Standard, Daily Telegraph, GMTV and Harrods magazine to name but a few!

Over £3,000 was raised, all of which was donated to the worthy cause. And as Cirkle employees are never ones to miss out on the fun, having raised funds for GOSH earlier this year with a bake sale, a bushel of apples were sent back to the office where they raised additional donations for the worthwhile cause, above and beyond the price point in Harrods.

Great Ormond Street Hospital’s representative, Laura Cook, commented: