St Helen’s Farm, the UK’s leading producer of goat’s milk products, is marking its 40th anniversary with a purpose-led packaging rollout. To commemorate this milestone, the brand is featuring Yorkshire Air Ambulance (YAA) prominently across its cartons, in a bid to raise money. This initiative highlights both the company’s category leadership and its long-standing commitment to the local community.Running for 12 weeks, this nationwide on-pack promotion is designed to drive funds and awareness for YAA’s Big Air Base Build appeal. The initiative will directly help fund the specialist doctors and paramedics who rush to the scene of the region’s most critically ill and injured patients alongside the construction and completion of the charity’s new Northern Airbase, just outside Skipton on Swale near Thirsk.
Driving consumer engagement at the point of consumption, the brand’s special edition cartons will showcase Yorkshire Air Ambulance artwork alongside a dedicated QR code. This integrated mechanic ensures shoppers can effortlessly donate to the charity from the comfort of their homes. To further bolster the initiative’s fundraising efforts, St Helen’s Farm has committed to a £10,000 matched funding pledge. On top of the customer fundraising campaign, St Helen’s Farm has committed an additional £10,000 as a Gold Sponsor of the Big Air Base Build appeal. If consumers reach the £10,000 donation target, which the brand will match, the partnership’s total value will reach an impressive £30,000.
Founded in Yorkshire in 1986, St Helen’s Farm has spent four decades supplying goat’s milk to British families. This anniversary campaign was designed to celebrate the strong relationships with the farming families, staff, and loyal customers who have built the brand, while making a positive contribution to the community.
Angus Wielkopolski, founder of St Helen’s Farm commented: “Reaching our 40th anniversary is a remarkable milestone, but we wanted this celebration to look outward rather than inward. Our business is built on family values and deep roots in Yorkshire. Partnering with Yorkshire Air Ambulance for their Big Air Base Build appeal allows us to give something meaningful back to the communities that have supported us since 1986. By leveraging our national packaging, we are making it easy for consumers to help save lives, and we are absolutely thrilled to double their impact by matching donations up to £10,000.”
Helen Berriman, corporate fundraising manager at Yorkshire Air Ambulance, commented: “We are absolutely delighted that St Helen’s Farm has chosen to support our Big Air Base Build appeal to mark their 40th anniversary. The nationwide visibility provided by their on-pack promotion is invaluable to our charity. Every scan and donation from their customers will directly contribute to our life-saving operations and help us secure our new, permanent Northern Air Support Unit.”
The special edition St Helen’s Farm 40th-anniversary cartons will be rolling out across leading supermarkets including Tesco, Sainsbury’s, Morrisons and Ocado from 20th July and will be supported by targeted PR and social media activity to drive further awareness and fundraising.
