Kinder Kind of Kitchen

Client: The Cumberland Building Society and FareShare Lancashire & Cumbria

Throughout Cumbria and Lancashire, the cost-of-living crisis has seen the use of community kitchens, meal clubs and foodbank more than double in 2022/2023. There was a 30% increase in people using food banks in Cumbria’s main towns and a 75% increase in people using rural food banks.

In line with their evolved purpose and brand Kinder Banking, The Cumberland Building Society wanted to support the people of Cumbria and Lancashire and launch a new social impact initiative that demonstrated the power of kindness through their support for the communities where they operate. 

The Cumberland partnered with FareShare Lancashire & Cumbria, the UK charity fighting hunger and food waste, to launch A Kinder Kind of Kitchen Campaign. The main aim was to help tackle food poverty by helping to provide meals, reduce food waste and raise public awareness for lasting results.

The partnership and campaign was, and continues to be, an overwhelming success. 

From June 2023 to Jan 2024 – The Cumberland’s partnership with FareShare Lancashire & Cumbria, and donations to the Community Food Member’s supported the delivery of 362,560 meals, preventing more than 152.7 tonnes of food waste with a retail saving of £521,590.

There was also an exponential increase in public awareness, with a total PR reach of over 75.5million (25.9m earned).

Most importantly the FareShare community kitchens have been able to keep their doors open to serve the community of Cumbria and Lancashire.