Crisis partners Harrods for ‘ethical’ Xmas pudding

Christmas shoppers on the hunt for an ethical gift will this year be able to buy a Harrods Christmas pudding, the proceeds of which will help the homeless.

Homelessness charity Crisis is targeting consumers with the 'pudding' message, and has hired Unity PR on a pro bono basis
for a three-month campaign to promote the scheme.

Crisis direct marketing manager Ruth Ruderman said it
was the first time the charity had embarked on an 'ethical gift' campaign, and had decided to promote it through PR.

The charity has commissioned 8,000 puddings. Retailing at
£30 each, £25 will go to Crisis. It hopes to raise £200,000, which it said would cover the costs of its 'Open Christmas' programme that gives food and clothing to the homeless.

Unity co-founder Nik Done said the agency was working on securing coverage in the 'what to buy at Christmas' pages of lifestyle and national press. He added it would tie the scheme in with issues such as the forecasted 'big freeze' this winter.

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