If you go to your local Morrisons Café this Easter, ‘Ask for Ellen’ to receive crumpets completely free.
The grocery store has partnered with Warburtons to support families while schools are closed, with the plan aiming to help address ‘holiday hunger’.
It’s available to everyone, all day, from March 25 to April 14, at each of the 397 Morrisons Cafés across the UK.
Those who say the three-word code will get a portion of two ordinary crumpets, with butter and jam for free – no questions asked.
The only catch is that it’s limited to one meal per person per day.
‘Ask for Ellen’ is now in its second year, after giving out 200,000 crumpets last summer and 300,000 over the October holidays. This time around, 100,000 portions are expected to be provided.
The initiative is named after Warburtons’ founder, Ellen Warburton, and comes off the back of research by the family-run bakery brand highlighting the impact of holiday hunger.
The Warburtons Foundation surveyed 2,000 parents of school-aged children, finding that children ask their parents for a snack three times a day during the school vacations on average.
As a result, more than a third (35%) of parents have to go shopping more often, while 82% spend more on snacks to keep up.
The study revealed that over six million families will see an increase in their grocery spending over the next few weeks, making things difficult for the 64% of parents who are worried about financial strain while their children are at home from school.
As a further 44% of respondents said their biggest challenge in the vacations is keeping their child entertained, colouring and activity sheets will be offered alongside the free crumpets. Children expressing their creativity will also have the opportunity to enter a competition to win Morrisons shopping vouchers and a Warburtons hamper.
Chris Strong, Morrisons Café buying manager, remarked: ‘We are pleased to announce we are once again teaming up with Warburtons throughout the Easter break to give away more delicious crumpets in our cafés.
‘We know our customers are thankful for the extra support that the Ask for Ellen initiative offers, and with the addition of a colouring and activity pack, we hope it can continue to help brighten their day.’
Jonathan Warburton, chairman of Warburtons,added: ‘As families continue to feel the financial pinch as we head into the Easter break, we’re looking forward to providing a little support for those who might need it.’
Do you have a story to share?
