Morrisons has teamed up with Warburtons to bring back the ‘Ask for Ellen’ initiative, offering free toasted crumpets to shoppers.
The scheme aims to tackle holiday hunger and ease any additional financial strain on parents when children are not at school, including those who are missing term time free school meals and breakfast clubs.
Returning for its fourth time this summer, the initiative will now offer an additional five toppings including marmalade, honey, banana, chocolate spread and maple-flavoured syrup, alongside the traditional jam and butter option.
Shoppers who “ask for Ellen” will be provided a free crumpet from any of the supermarket’s 397 cafés from 5 to 25 August, or until stocks last, with 100,000 free portions set to be offered during the campaign.
The crumpets donated this summer holiday is expected to bring the total donated since the scheme’s launch last summer to almost half a million (400,000).
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Alongside the free crumpets, Warburtons is also bringing back a creative competition which gives children to chance to win Morrisons shopping vouchers.
Morrisons café senior buying manager Chris Strong said: “We are thrilled to collaborate with Warburtons to bring this fantastic campaign to life once again. Whether you’re a traditional butter fan or prefer some chocolate spread on your crumpets, we’re excited to introduce five additional tasty toppings this summer so everyone can enjoy their favourite.”
Warburtons chairman Jonathan Warburton added: “As a family-run business, we have always fostered a strong sense of community. That’s why we are so proud to bring back ‘Ask for Ellen’ for a fourth time.”
The relaunched initiative is named after Warburton’s founder, Ellen Warburton, and reflects the bakery brand’s Warburtons Foundation, a charitable drive to support families and communities across the UK.
This summer, Morrisons is also providing its Kids Eat Free promotion, the Heinz Beans ‘Ask for Henry’ initiative, and Kellogg’s free breakfast clubs.
Just last week, the grocer also unveiled plans to introduce new kids activity stations across all stores to keep children entertained throughout the summer.
