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A supermarket has teamed up with a popular baking company to provide free crumpets over the Easter period.
Warburtons is bringing baked goods to Morrisons cafes across the UK in a bid to ease holiday hunger and the financial burden on families.
All you have to do is head to one of the brand’s 395 cafes across the country and ‘ask for Ellen’ – and you’ll be rewarded with a crumpet, no questions asked.
The initiative starts on March 25 and runs until April 14, giving shoppers plenty of time to get their hands on two crumpets – a packet would normally cost you around £1.
There will be 100,000 servings of crumpets available. They will arrive toasted, with butter and jam also for free, while supplies last.
Warburtons is bringing baked goods to Morrisons cafes (pictured) across the UK in a bid to ease holiday hunger and the financial burden on families.
The Easter campaign follows the successful launch of Ask For Ellen last year – when more than 300,000 servings of crumpets were distributed during the summer and fall holidays.
The joint launch follows research from the Warburtons Foundation revealing that more than six million families notice an increase in their weekly shopping bill during the school holidays.
And 44 percent of parents said their biggest challenge during the school holidays was keeping their child entertained.
To help parents, Warburtons and Morrisons are offering families coloring and activity sheets alongside their free crumpets.
They found that 82 percent of these parents are spending more on snacks to meet their children’s demand.
The study, commissioned by the Warburtons Foundation, surveyed 2,000 parents of school-age children and highlighted that on average, children ask their parents for a snack three times a day during school holidays.
The collaboration aims to provide some support to families throughout the holiday period, including those feeling the lack of free school meals and breakfast clubs.
All you have to do is head to one of the brand’s 395 cafes across the country and ‘ask for Ellen’ – and you’ll be rewarded with a crumpet, no questions asked.
Chris Strong, purchasing director at Morrisons Café, said: “We’re delighted to announce that we’re once again partnering with Warburtons across the Easter holidays to offer more delicious crumpets in our cafes.
“We know our customers are grateful for the extra support the Ask Ellen initiative offers, and with the addition of a coloring and activity pack, we hope it can continue to brighten their day.”
Jonathan Warburton, Chairman of Warburtons, commented: “As families continue to feel financial hardship in the run-up to the Easter holidays, we look forward to providing some support to those who may need it.
‘Ask for Ellen’ is back for the second year running, following the success of the 2023 summer school holidays and autumn term, which saw families across the UK enjoy 300,000 servings of crumpets “Ask for Ellen.”