Ella’s Kitchen, the organic baby and children’s food brand, is asking families to give a virtual sprout to a friend or loved one this Christmas to raise a smile and funds for children’s charity Kids Company.
The ‘Give A Sprout’ campaign, created by Havas Worldwide London, includes digital and social media, with an online film showing how sprouts are ignored and left behind on dinner plates. The tongue-in-cheek film asks people to give sprouts a home this Christmas by going onto the Ella’s Kitchen website.
People can pick their own virtual sprout on the site and send some to their friends and loved ones by entering their email address and donating £2 to Kids Company via text. These donations will go towards helping to alleviate the plight of the thousands of children living in food poverty in the UK.
The six virtual sprouts, designed to be fun for kids and adults alike, each have a name and their own individual characters. They include a pirate sprout called Captain Sprout-about, an astronaut called Astro Sprout, and Mary Christmas, a sprout obsessed by Christmas.
In return for being chosen, the sprouts provide updates to recipients on their stories and adventures in the run-up to Christmas.
The campaign broke on Tuesday, December 2nd . The 60-second film, which was created and produced in-house at Havas Worldwide London, will run on YouTube as well as Ella’s Kitchen’s website and Facebook page
Further to this, people can actually get their hands on real life versions of all the sprout characters through a pop-up ‘Sprout Shop’ conceived by Mischief PR. This will be in Covent Garden on Tues 2nd and Wed 3rd December.
Mark Cuddigan, Joint Managing Director of Ella's Europe, said: “This Christmas we really wanted a campaign that would spread some Christmas cheer, but also highlight a serious message. We decided to make sprouts, a vegetable so often left on the dinner plate, the thing to give this year. Of course, thousands of children in the UK won't be getting a sprout or any sort of Christmas dinner. So for a small text donation to Kids Company, we can help them give the gift of Christmas to vulnerable children across the UK.”
Russ Lidstone, CEO of Havas Worldwide said: “It's great working with Ella's Kitchen and supporting a charity like Kids Company, especially at such an important time of year”