Tilda has launched ‘Mums Helping Mums’, a new cause-related marketing initiative in partnership with the United Nations World Food Programme.
Mums Helping Mums enables consumers to provide nutritional support to new and expectant mums in Bangladesh – a country where 36% of children under five are malnourished.
The three-year campaign runs across specially-marked Tilda Pure Basmati 1kg and 5kg packs, as well as Tilda Steamed Pure Basmati pouches. For every pack sold, Tilda will donate the funds to provide at least one nutrition-boosting meal to a new or expectant mum during the critical years of child development, to ensure that her child has the best start in life. Tilda’s target is to enable the provision of 1.9 million such meals in the first year of the initiative.
The incentive will be further supported by a ‘Mums Helping Mums’ cookbook, featuring recipes donated by some of the UK’s favourite well-known mums and foodies, including campaign ambassador Rachel Stevens. The cookbook has been created to help inspire UK mums and will be available to download exclusively at Tilda.com.
The campaign will be supported by shopper, PR, digital and social media activities.
Patrick McKenna, Partnerships Manager at the World Food Programme, said: “The Mums Helping Mums campaign is fantastic initiative which aligns with the United Nations World Food Programme’s work to create a Healthy not Hungry world, free from the cycle of under-nutrition. Mums Helping Mums is a powerful message, and through this campaign we can all make a difference.”
Camilla Sheeley, Head of Communications at Tilda, added: “Rice is the main staple for over half the world’s population, and, as a brand, family, health and nutrition are of paramount importance. Therefore, to partner with the United Nations World Food Programme on such a life-changing mission as combatting low birth weight and cognitive development in infants, through donating nutritional support for those in the most need, is close to our hearts.”