The Salvation Army is a vital presence in communities across the UK, and its annual Christmas Appeal supports vulnerable individuals and families. The Salvation Army approached us to develop the concept and deliver a PR-led campaign to amplify their Christmas appeal and prompt increased donations. The brief was to earn national media coverage, resonate emotionally with audiences and align with the Salvation Army's voice and values - inspiring organic, shareable moments that would work well online and provide creativity within a limited budget.
We proposed the concept of a Christmas Cook with a Cause event, where celebrity influencers would between them cook a two-course meal to be served to Salvation Army guests. In a season when loneliness and hardship feel deepest, The Salvation Army shines light through practical acts of kindness. A warm plate, a full table and a sense of belonging are powerful reminders that no one should be left in the dark at Christmas.
We worked closely with The Salvation Army in securing two celebrities to take part: five-time Paralympic gold medalist Kadeena Cox who also won Celebrity MasterChef in 2021, and Olympic diver Andrea Spendolini-Sirieix, daughter of well-known chef Fred Sirieix - she won an Olympic bronze medal at the Paris Games in 2024. We created contracts for each athlete, agreed deliverables and negotiated timings with their representatives. Ahead of the day, we provided the influencers with on-brand fundraising messaging and CTAs and wrote content scripts and social media post captions.
We developed a storytelling-led media and digital strategy to amplify the event’s reach. The Cook with a Cause event secured an emotive three-minute piece covering the event on ITVX News/ITV London, and other celebrity interview-led coverage on BBC Radio London and House Beautiful. Alongside this, we delivered a high-impact digital campaign, harnessing the athletes' strong social influence to extend the message far beyond the event itself.
We also worked with the client on pitching out a survey-driven isolation news story, linking it to case studies and visual assets from the event, resulting in a front page lead, page five and editorial piece in The Mirror and coverage in the Daily Express.
“It was great working with Jersey Road, and the thing I appreciated the most was their ability to pivot and think of different ways of meeting the national KPIs... the end results were really great."
With decades of experience in journalism, advocacy and communications, our team knows what it takes to craft campaigns that can have a lasting impact.
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