‘Laila’s fourth ‘Rice for Life’ campaign returned with a major, on pack campaign, in partnership with NHS Blood and Transplant and backed by two of the UK’s most highly regarded world food chefs – Cyrus Todiwala OBE and Ching He Huang, who both feature in the official campaign video. The campaign highlighted the critical shortage of blood donors from ethnic communities. To take a look at the campaign video click here.’
December 2017
Rice for Life in association with NHS Blood & Transplant
In December 2017, Laila launched a major, on pack campaign with NHS Blood and Transplant to highlight the critical shortage of blood donors among people from ethnic minority backgrounds.
Rice for Life in association with NHS Blood & Transplant
In December 2017, Laila launched a major, on pack campaign with NHS Blood and Transplant to highlight the critical shortage of blood donors among people from ethnic minority backgrounds. The campaign, supported by celebrity chefs Ching-he-Huang and Cyrus Todiwala, was hailed a huge success by NHS Blood & Transplant, who reported the highest uptake of new donors registering and donating from ethnic minority backgrounds in the last three years, during the months the campaign ran. It also helped raise awareness with significant media pick up. The campaign video attracted over 40k views via NHS social media platforms.
Laila launched special promotional packaging on its leading basmati rice brand
Laila launched special promotional packaging on its leading basmati rice brand, in support of the blood drive. The packaging was rolled out across UK supermarkets and independent retailers.
Special events were also held at Morrisons throughout December in Camden Town, Stratford, Peckham Lane, Thornbury, Bradford, and Small Heath, Birmingham.
The campaign ran throughout winter 2017/2018, at a time when donation levels are particularly low.
As one of the UK’s Top 3 rice brands, popular with ethnic buyers, Laila was perfectly placed to deliver the critical and life-saving messaging to a UK audience.
‘We are delighted that Laila’s support helped raise awareness and translated into a significant uplift in the numbers donating.’
‘There is a massive shortage of donors from ethnic communities which only this specific community can redress, because of the importance of closely matched blood. The actual giving blood part takes around 10 minutes and just one donation has the power to save three lives – that’s an incredibly powerful way to spend ten minutes of your time.’