July 2004
HIGHLAND SPRING GOES PINK FOR BREAST CANCER CARE
Highland Spring, the UK’s leading producer of natural mineral water today launches Pure & Natural, a new fundraising partnership with Breast Cancer Care with a guaranteed minimum donation of £150,000 going to the charity.
The announcement forms part of Highland Spring’s 25th anniversary celebrations. As the exclusive bottled water fundraising partner for the next three years, Breast Cancer Care’s pink ribbon now features on more than half of the product range, for the first time.
The Pure & Natural campaign theme reflects the purity and naturalness of Highland Spring, which comes from a protected organic source, under the Ochil Hills in Perthshire, Scotland. From source to bottle the water is delivered as nature intended, untouched by human hand.
New York Marathon
To kick start fundraising, Breast Cancer Care and Highland Spring are recruiting a British team of 75 runners for the 2005 New York marathon comprising Breast Cancer Care runners, Highland Spring employees, trade customers, running enthusiasts and media. The search is also on for celebrities to participate.
A promotion will feature on 24 million bottles, from July to September encouraging people to get involved, either by applying to run with the Highland Spring/Breast Cancer Care team or raising funds at a local level.
Highland Spring has also created a limited edition pack of still and sparkling natural mineral water, produced as part of ASDA’s Tickled Pink campaign. A donation of 10p per pack will be made to Breast Cancer Care.
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Pure & Natural is Highland Spring’s first cause related marketing campaign. Sally Stanley marketing director said: “Our product and brand have a logical affinity with Breast Cancer Care as many of our consumers are mothers focused on providing their families with the best dietery requirements. They also have a strong inclination to donate to charity which we hope will be fruitful in our new fundraising efforts.
“With an increasing trend towards natural known source products it’s easy to see why the consumption of natural mineral water is increasing by health conscious consumers. We are very committed to this partnership and promoting the cause on millions of bottles.”
There are 40,000 women diagnosed with breast cancer each year. With a 30 year history Breast Cancer Care is the UK’s leading provider of information, practical assistance and emotional support for anyone affected by breast cancer.
Commenting on the benefit of having Highland Spring as a new partner, Stephanie Jacobs, chair of Breast Cancer Care said: “We are extremely excited about this new partnership. With more people than ever now choosing to drink bottled water, there could not be a better time for Breast Cancer Care to be working with Highland Spring. It’s a wonderful chance for us to reach out to every home in the country to let people know we are here to help. And of course the money raised will help us deliver our unique, free support services to more and more people who are facing breast cancer in their lives.”
If you are interested in running as part of team Highland Spring please contact Debbie Bryce at Highland Spring on 01764 660500 or Claire Pulford at Breast Cancer Care on 0207 384 4690.
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Notes to Editors
• Breast Cancer Services are free. For more information ring the Helpline on 0808 800 6000 or visit www.breastcancercare.org.uk
• The pink ribbon features on Highland Spring’s 1.5L still, 1.5 sparkling and 2 litre still bottles.
• Formed in 1979 Highland Spring is the No 1, UK produced brand of natural mineral water, No 1 brand of sparkling and the No 3 overall brand after Evian and Volvic.
• Some 26m UK adults now drink bottled water. Natural mineral waters accounted for 65% of total bottled water sales in 2003 according to Zenith Int. Eight out of ten people want their food and drink to be natural as possible (NOP for Natural Mineral Water Information Service.)
• Highland Spring was the first brand of natural mineral water to receive organic status for its catchment area by the Soil Association. Free from additives and chemicals it is perfect for maintaining a healthy balanced diet.
• Demand for bottled water has never been higher with 53% of UK consumers now choosing to drink it. Recent NOP research shows that 34% of consumers believe that Scotland is home to the cleanest, purest bottled water.