Lamratu's Story
Two little boys whose mum couldn't afford any fresh food. Alexandra Rose's vouchers changed that. How I took a small offer and turned it into a CSR partnership.
HelloFresh provided ARC with an opportunity to have a leaflet in their weekly box deliveries, free of charge. I was presented this offer; whilst it was generous and exciting, there was more to be levereged. Working as a consultant, 3 days a month, I built a campaign and delivered over and above ARC's objectives.
Having worked in the food home delivery sector, I was aware of HelloFresh's strenths and needs. Pitching a slide deck to explain how ARC and HelloFresh could help each other, the partnerships team signed on.
The pitch included the story on one mum, Lamratu. I had interviewed Lamratu the previous summer; her energy, smile and positivity made her the ideal face of ARC's asset based model.
Lamratu was drafted in for a photoshoot with her boys and artwork created. ARC's visual feel was updated to show a more elegant but still happy feel.
Using the momentum of the leaflets and the offer of a blog post, I experimented with A/B testing on Facebook and found an ideal audience for ARC. Using my networks, writers and bloggers were chatting about the campaign and provided huge uplift.
ARC is a small yet ambitous charity. With HelloFresh confirming the charity as a CSR partner, they have only just got started.
