Warburtons and Morrisons are bringing back ‘Ask for Ellen’, offering free toasted crumpets with butter and jam to anyone and everyone who ‘Asks for Ellen’, no questions asked

We have teamed up with Morrisons again to offer free crumpets to anyone who ‘Asks for Ellen’ in all of Morrisons 397 Cafés across the UK this Easter holiday. The popular ‘Ask for Ellen’ giveaway aims to help alleviate holiday hunger and ease the additional financial strain on parents when children are not at school.

The latest giveaway, running from March 25th to April 14th, comes as new research reveals that over six million families notice an increase in their weekly shopping bill during school holidays as an overwhelming 82% of parents spend more on snacks to keep up with demand from their children.

The research, commissioned by The Warburtons Foundation, surveyed 2,000 parents of school-aged children and highlighted that, on average, children ask their parents for a snack three times a day during the school holidays. Because of this, more than a third (35%) of parents have to go shopping more often to keep their children satisfied.

Our collaboration with Morrisons aims to give a little support to families throughout the holiday period, including those who are feeling the absence of free school meals and breakfast clubs. From next week, anyone and everyone, both adults and children, can ‘Ask for Ellen’ at any Morrisons Café to receive two toasted crumpets, with butter and jam for free – no questions asked. The offer will be available all day, while stock lasts.

In addition, 44% of parents have stated their biggest challenge in the school holidays is keeping their child entertained. So, this Easter, we are offering families colouring and activity sheets alongside their free crumpets. Children unleashing their creativity will have the chance to enter a competition to win Morrisons shopping vouchers and a Warburtons hamper*.

Chris Strong, Morrisons Café Buying Manager, said: “We are thrilled to announce we are once again partnering with Warburtons throughout the Easter break to give away more delicious crumpets in our cafés. We know our customers are grateful for the extra support that the Ask for Ellen initiative offers, and with the addition of a colouring and activity pack, we hope it can continue to help brighten their day.”

Jonathan Warburton, Chairman of Warburtons, commented: “As families continue to feel the financial pinch as we head into the Easter break, we’re looking forward to providing a little support for those who might need it. During our ‘Ask for Ellen’ initiative last year, we served a mammoth 300,000 portions of crumpets, and we are expecting to serve a further 100,000 free portions of crumpets to families up and down the country as part of the scheme this Easter holiday.”

‘Ask for Ellen’ is back for the second year running, following the success during the school summer holidays and autumn half term in 2023 which saw families across the UK enjoy 300,000 portions of ‘Ask for Ellen’ crumpets.

The initiative is named after our’ founder, Ellen Warburton. We have been passionate about supporting charities since the company was established in 1876 and continue to do so today, through the Warburtons Foundation. The Foundation is committed to supporting families and communities across the UK. The Foundation has donated over 2.25 million bakery products to schools and food banks since October 2022 with ambition to reach 1.5 million products by September 2024.

Morrisons continues to provide its Kids Eat Free promotion all day, every day meaning families can receive a free kids meal when purchasing an adult meal costing £4.50 or more.

To get your free crumpets, head down to your nearest Morrisons Café which you can find here: https://my.morrisons.com/storefinder/.

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