Breast Cancer Care
From 2004-2006 Highland Spring was the exclusive bottled water partner for Breast Cancer Care.
Our multi award winning PR campaign, Running in aid of Breast Cancer Care, promoted the iconic pink ribbon across the brand range and positioned Highland Spring as an active fundraising partner.
An 80-strong Team Highland Spring including employees, GMTV’s Lorraine Kelly and the chief executive of Rangers FC, ran the 2005 New York marathon raising £200,000 for the charity.
Although the TV star had vowed she would never run another marathon, we persuaded her to join Team Highland Spring which generated live branded coverage from the Big Apple to GMTV in London. We also secured a good luck message from Cherie Booth, the charity’s patron.
The extensive publicity helped generate donations and Breast Cancer Care reported an 820% increase in applications to run for the charity.
The following year limited edition pink bottles were created to mark Breast Cancer Care Awareness Month in October. A market first, some four million bottles were produced encouraging people to text’n’donate.
Over the three year partnership some £316,000 was raised for the charity.