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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 brought together 1,200 industry guests for a farm-to-table feast featuring Morrisons suppliers' fresh produce. The venue featured natural wood décor, hay bale seating, and a Borough-market-inspired food hall where guests could sample various delights. In The Barn dining space, long communal tables encouraged socializing over good food while supporting worthy charities. Host Josie Gibson led the fundraising activities, followed by entertainment from Ella Henderson and DJ Marvin Humes. Through close collaboration with GroceryAid, the event was a great success for both 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.”
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