Research uncovered how mums felt about Fairy and Christmas, revealing positive feelings towards the brand and demonstrating that Christmas is a time when their thoughts turn to giving – a feeling that’s heightened now they’re parents. They reported a frustration that they no longer have the time to give to others. Therefore we devised the concept of a charity walk – run by Fairy in aid of Make-A-Wish Foundation, a charity that fits perfectly with Fairy brand values. This allowed our mums to donate simply by doing something they love to do during Christmas anyway: going walking with their family.

Despite having been set quite stiff targets, this promotion exceeded every single one. Share of SKU was 43.6% (compared to target of 42%), share of display reached 36% (compared to 32%), promotional uplift was 7.3 points (compared to 4.8 point target) and value share peaked at 62.3% (compared to 60% target and 57% normal share). Most importantly, we managed to get 26,000 people walking throughout the UK and raised over £60,000 for Make-A-Wish Foundation!