GroceryAid and Morrisons wanted to deliver a gala dinner for their first-ever fundraising event to increase charity donations for GroceryAid and Together for Short Lives. To raise funds effectively, they wanted an event that broke the normal expectations of gala dinners so that guests felt they had a once-in-a-lifetime experience.
Our challenge was to deliver a fundraiser with a difference – one that perfectly encapsulated Morrisons’ brand values and encouraged guests to donate to the two charities. We had the opportunity to totally redefine expectations of a charity event and make it inherently a Morrisons vibe.
Our objectives included:
• To create an event that is a Morrisons-branded experience that reflects the fundamental brand values of “Morrisons make good things happen” by “connecting the nation with real food in an affordable way.”
• To bring new ideas to move away from a traditional gala dinner or black-tie ball.
• Hit an on-the-night fundraising target of £500,000.
• Garner incredible feedback from guests.
Our solution was to lean into what makes Morrisons unique and deliver that with our event. We’d champion three key elements at the core of the gala – supporting locals in little ways, making it authentic and inclusive, and not being “flash.”
Our research showed that people are more likely to donate to charities when they feel an emotional connection to them and the cause they support. As such, the strategy was to weave the narrative of GroceryAid and Together for Short Lives throughout the experience so that when guests enjoyed themselves, subtle emotional connections were formed to drive fundraising.
Our rustic extravaganza was an unforgettable night that brought together over 1,200 industry guests for a sumptuous meal featuring tasty fresh produce from Morrisons suppliers.
Inspired by a farmhouse-to-table theme, we dialled up the décor with natural woods, hay bale seating and fresh food carts bursting with ripe produce. A Borough-market-inspired food hall hosted supplier stands, barrel tables and lush greenery. Guests could sample various tasty delights, getting the full Morrisons experience with home-grown nibbles. A folk-rock band played country twists on classic hits, spinning regular gala dinner entertainment to align with Morrisons.
Large barn doors invited guests into The Barn dining space, where long communal farmyard tables adorned with beautiful branches and colourful floral centrepieces offered a cosy place to feast together. Community was very much at the heart of the event, encouraging people to break bread and socialise over good food and drink. Putting them in this positive mindset encouraged them to dig into their pockets to donate to the two worthy charities.
Host Josie Gibson perfectly conveyed the charities’ stories as guests enjoyed a fundraising game before dinner and could enter a paid raffle to win a plethora of brand prizes and experiences. We offered opportunities to donate across all collateral, from table menus to toilet signage, so that at every moment, guests had chances to give to charity.
After dinner, the atmosphere was electric as attendees enjoyed a live performance from superstar Ella Henderson. JLS and radio DJ Marvin Humes spun the hits until the early hours as guests danced the night away.
Throughout the event, we worked closely with GroceryAid, having weekly meetings from five months before the live date. We provided updates and work status, and the charity gave feedback and approvals from Morrisons. Collaborating with them on this experience was a joy and yielded great success for guests and the chosen charities.
Charity partner, Together for Short Lives, commented, “It was a truly spectacular event that showcased the best of Morrisons. Great food, a warm welcome and wonderful company! Thank you so much for inviting Together for Short Lives to be part of it and benefit from the event.”
