Tilda announced its ‘Mums Helping Mums’ cause-related marketing initiative with the United Nations World Food Programme (WFP), enabling consumers to provide nutritional support to new and expectant mums in Bangladesh – a country where 36% of children under five are undernourished.
Tilda’s ‘Mums Helping Mums’ campaign is a three-year commitment that launches in September 2017 and will support WFP’s Mother & Child Nutrition programme through specially-marked Tilda Pure Basmati 1kg and 5kg packs and 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 nutrition boosting 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; Celebrity MasterChef 2017 contestant and former pop star. The cookbook has been created to help inspire UK mums with delicious, nutritious recipes and will be available to download exclusively at Tilda.com.
Camilla Sheeley, Head of Communications at Tilda said: “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.”
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.”
The World Food Programme is the leading humanitarian organisation fighting hunger worldwide and Tilda’s Mums Helping Mums campaign aims to connect women throughout the world through the shared experience of cooking and feeding their families. The campaign will be supported by Shopper, PR, Digital and Social.