RBN Web Desk: Tolly Boy Rice has been serving the African and Bangladeshi communities since 1962 during meal times, and this year they decided to partner the community at the grassroots level through a unique initiative titled, Spread the Joy with Tolly Boy.
Taking place at the world food distributor Wanis International’s headquarters in east London, the campaign was unveiled in the midst of the local community and charities.
Tolly Boy, through the campaign, will be contributing £26,000 to local charities that sit at the heart of these communities and contribute to their welfare and well being.
Launching the event was Westmill Foods managing director (MD) Nicolas Hanson, Tolly Boy’s senior brand manager Steven Perry, and Westmill Foods marketing manager Arrate Gomez, along with Wanis director Kapil Wadhwani.
Speaking about the event, Perry said, “We have always endeavoured to support our communities through various initiatives. This year, we want to further our contribution by helping raise the profile of these groups who do vital work in helping the African and Bangladeshi communities integrate and flourish in the UK.”
Sharing their initiatives and why the campaign was special to them, were representatives from some of the participating charities like the African Community School, St Hilda’s East Community Centre, Isle of Dogs Bangladeshi Association, ACLT, Nigerian Nurses Charitable Association UK and the Nigerian Community Waltham Forest.
Anowar Salehin from St Hilda’s said, “This opportunity gives us a chance to promote our work at our day care centre for the Bangladeshi elderly, most of whom are disabled and lonely. The centre gives them a chance to socialise and enjoy quality time. If we win the grant, we will use it develop a gardening project for them, since they are largely confined indoors. This would be therapeutic for them.”
Steven Perry said, “For over 70 years Tolly Boy has been at the heart of the community, and this campaign truly reflects the commitment of the brand towards them. This is the kind of marketing we endeavour to do more of, with business and profits being as important as philanthropy and care for the community. The positive word of mouth this campaign has generated is unprecedented.”
Representing the ACLT, Beverly De-Gale said, “This is a complete community engagement programme from Tolly Boy to the consumers and to the charities, who are the main winners, as we get support from all sides. Our message will reach more people just by picking up one bag of rice.”
The Spread the Joy with Tolly Boy campaign begins on 18 June and includes the Tolly Boy Basmati, Long Grain and Easy Cook rice variants. With each purchase, a number of votes will be available to the consumer to assign to their preferred cause. The charity with the highest number of votes will receive a £10,000 fund, the first runner-up will get £5,000, while the second £2,500. Each of the remaining community groups will receive £500 for their efforts.