KellyDeli launches campaign for Action Against Hunger

Asian-inspired brand KellyDeli, owner of leading sushi franchise, Sushi Daily, has launched its Hikari Mix festive campaign in aid of Action Against Hunger, after helping to save 5,000 children’s lives since the charity partnership began in 2020.

It has reached a milestone with €200,000 raised and is planning to provide a further boost to the charity by donating £1/1€ for every Hikari Mix sold between now and 02 January 2022.

This latest fundraising initiative builds on KellyDeli’s partnership with Action Against Hunger, which has included launching its Veggie Goodness menu and Forgotten Ends, all in aid of the charity.

KellyDeli’s Corporate Responsibility Manager Celine Ricord said: “We’re so proud of the support we have given to Action Against Hunger over the last two years and we are excited about our Hikari Mix festive campaign which will raise further funds for its important work.

“The amazing total we have raised has helped save 5,000 malnourished children’s lives by providing them with therapeutic food over a six-week course of treatment. 

“Tackling hunger and malnutrition has always been at the heart of KellyDeli’s culture, so partnering with Action Against Hunger was the perfect fit. We are constantly looking for ways to grow our support for the charity and aim to help save more than 10,000 children and their families by the end of 2023.” 

Last year, sales of the Hikari Mix sushi platter raised over £30,000 during the festive season.

It formed part of the brand’s annual Christmas campaign which offered shoppers the chance to try a twist on the usual cheeseboard, canapés or even Christmas dinner, with its range of freshly handmade sushi platters.

The Hikari Mix, available at Sushi Daily counters in select Waitrose and Asda stores, features 36 pieces of hand-rolled sushi including three salmon nigiri, three tuna nigiri, six maki California, six maki salmon, six roll’n salmon cheese, four maki avocado and eight veggie crunch rolls.

This year, the campaign is running across Europe, including the UK, Italy, France, Belgium, Germany, Denmark, Finland, Netherlands, Portugal, Spain and Sweden.

Previous fundraising drives included the launch of Forgotten Ends; a product made from the end pieces of sushi rolls which would otherwise go to waste and the #passitwiththechops Instagram campaign to mark World Food Day in October.

In the UK, the Action Against Hunger Veggie Goodness range has sold 7,227 boxes and raised £1,445 for the charity since its launch in October.

Sushi Daily employees have also been hard at work raising funds by taking part in virtual sports challenges and in Tough Mudder, where they embarked on a 5km run, including 12 military style obstacles.

Jean-Michel Grand, Executive Director of Action Against Hunger UK, said: “We are so grateful for KellyDeli’s continued support. We would never be able to reach the most vulnerable people around the world without the help of our most loyal long-term partners.  

“There is an urgent hunger crisis in the world right now, due to the impacts of climate change, the pandemic and conflicts. We thank KellyDeli hugely for expanding our activity together and for this new product launch, which will enable us to be there for all those who sadly and increasingly need our help.”

Action Against Hunger has led the global movement to end world hunger for more than 40 years, with teams working in just under 50 countries to implement programmes which tackle the causes and effects of hunger including nutrition, water, sanitation and mental health.

For more information, please visit www.sushidaily.com.

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