Burts extends charity relationship with RNLI

Burts has announced it is extending its initial two-year contract with charity partner, the Royal National Lifeboat Institution (RNLI), to June 2024. The brand has also announced it will be doubling its on-pack fundraising targets to £40,000, and is in discussions with the charity about how to support its bicentenary campaign in 2024.

In 2022, the snack maker launched a special edition co-created Prawn Cocktail pack, and thanks to outperforming its original trajectory, Burts was able to double its initial donation to the RNLI, giving the lifesaving charity £20,000 towards the crucial work they do in saving lives at sea. To date, the campaign has had a reach of more than 618 million, based on packs sold, press coverage, influencer mentions and social media reach via Burts’ proprietary channels. This has not only bolstered brand awareness, but all-importantly spread the RNLI’s vital ‘Float To Live’ messaging.

Dave McNulty, CEO of Burts Snacks said: “We’re so proud of our partnership with the RNLI. It’s long been a charity close to our hearts and also the local community’s heart and it’s incredibly rewarding to see how well received the collaboration has been, the money raised, and the awareness gained. Looking ahead, we’re keen to further strengthen our relationship with the RNLI. We’re exploring another limited-edition activation, how best to support the RNLI’s 200-year celebrations and looking to involve wider partners of Burts, such as customers and suppliers.”