Create partners with bakery brand Jacksons for nationwide “Feeding Creativity” campaign
First-of-its-kind campaign launches this week on three million loaves of bread across the UK, supporting Create’s mission to promote the importance of creativity and a series of creative arts projects to enhance the lives of young carers.
As the UK’s leading charity empowering lives, reducing isolation and enhancing wellbeing through the creative arts, we are delighted to be partnering with Jacksons of Yorkshire for a multi-channel campaign called ‘Feeding Creativity’. The campaign highlights the essential role creativity plays in the lives of children and young people, and the value of widening access to the creative arts to people of all ages.
Building on years of supporting children’s breakfast clubs in its hometown of Hull, bakery brand Jacksons is using its largest marketing campaign to date to support the arts. Three million promotional loaves will land across all major retailers and independents from 26 July until the end of November. Through purchasing a loaf, brand fans can win an art-themed family trip to London, art packs for their local school and more.
Year one of the ‘Feeding Creativity’ partnership with Create is focusing on children’s art and young carers. Jacksons is sponsoring five of our creative arts projects with young carers, led by our professional artists, with support from Jacksons’ employees who will volunteer on site.
Our Founding CEO, Nicky Goulder commented:
“2023 marks Create’s 20th anniversary, and what better way to celebrate than to partner with a household brand to raise awareness of our work on a national scale.”
“Our young carers programme felt like a fitting way to kick off the ‘Feeding Creativity’ campaign. There are an estimated 800,000 children and young people who are carers in this country. Many of them are marginalised, miss school and are twice as likely to report anxiety than the general population. We’re committed to giving these young people time out from their responsibilities to participate in high quality creative experiences to express themselves, build skills and boost their confidence and wellbeing. We can’t wait to work with Jacksons, welcome the team to our sessions and begin a long-standing partnership with the brand.”
Head of marketing at Jacksons, Dan Reeves said: “For many years we have supported schools here in Hull with bread donations for breakfast clubs, and are working with the charity Chefs in Schools to help improve lunches at schools across in the city, but we felt we could do even more by partnering with Create.”
The campaign, the first of its kind for Create, and the largest Jacksons of Yorkshire has embarked on since the brand launched in 2012, is being supported with PR, social media activity, and experiential roadshows across the summer.