Shredded Wheat

Shredded Wheat launched a fundraising partnership with the BHF in 1999. By 2006 the partnership had become one of the most famous cause related marketing partnerships in the sector.

Beating heart disease together

Shredded Wheat staff and customers helped raise vital funds for the BHF through;

  • Sales promotions - a number of annual on-pack fundraising promotions across millions of Shredded Wheat and Shredded Wheat bitesize packs including a special red pack and instant win car promotion.
  • BHF Campaigns - on-pack promotion of previous BHF fundraising campaigns including Help a Heart Week and The Big Red Fight Back.
  • Sponsorship - Shredded Wheat became main sponsors of the BHF London to Brighton Bike Ride in 2004 and 2005.
  • Employee Fundraising - from bike rides to marathons. Other fundraising included a Radox Great British Cake Stall Day which has now become an annual event.

Partnership impact

  • By 2006 over £1.4 million had been raised through on-pack fundraising promotions.
  • The partnership was selected as a finalist in the Third Sector Excellence Awards in 2006 in the Corporate Sponsorship category.
  • In 2003 the Shredded Wheat/BHF partnership had a 67%* prompted awareness with only Tesco’s Computers for Schools and Walkers Free Books scoring higher.

* Source Business in the Community CRM Tracker 2003

Interested in becoming a corporate partner?

Contact us and help us beat heart disease.