Four colourful hand-painted plates from the Plates for Change competition on a yellow background

Russell Hobbs x Action Against Hunger

Bringing a global charity partnership to life through creative campaigns, media coverage, school engagement and fundraising.

Key results

151 pieces of coverage across 13 media sectors and five markets
Global reach of more than 44 million
More than £163,000 AVE, 94 links and 166 images secured
552 schools and 941 individual entries in the Plates for Change competition
48,000 pupils and an estimated 80,000 UK households reached
Contributions equivalent to saving the lives of 2,419 children, according to Action Against Hunger

A global PR strategy that turned a charity partnership into action

Making every meal count.

In 2025, Russell Hobbs began a three-year global partnership with Action Against Hunger, pledging £270,000 to help tackle hunger and malnutrition. Lucky North was appointed to lead the cause PR strategy and bring the Make a Meal Difference platform to life across the UK, Spain, Germany, Poland and Australia.

We coordinated the launch on World Food Day, appointing and managing local PR partners to deliver one clear story with relevance in each market. In the UK, our Plates for Change schools campaign combined free learning resources with a national plate-design competition judged by Great British Bake Off finalist Crystelle Pereira.

We then commissioned artists across participating markets to create unique plates, which were auctioned to raise further funds for the charity and shared through their social channels. Alongside these campaigns, we managed year-round communications across all five territories, keeping the partnership visible and building a strong foundation for its next stage.

“We have been so pleased with the results from our first year of working with Lucky North. They have really embraced our brief, and curated multiple PR touchpoints across our active markets with meaningful campaign activity. We’re excited to build on this success for the next year of the partnership!”

Robyn Milner, Spectrum Brands