June 2020
Alexir and Higgidy: a packaging collaboration that shows their true colours
Higgidy are set to launch a new vegetarian and plant based oven-bake range with an ‘Eat the Rainbow' campaign. To celebrate the launch, Higgidy will be donating 100% of sales profits for the first 8 weeks from launch to NHS Charities Together.
To show support for the ‘Eat the Rainbow' campaign, Alexir Packaging have printed 40,000 unique cartons for the cost of the raw materials.
On 24 June, Higgidy are launching their new veggie and plant-based oven-bake dishes in Sainsbury's, which include the delicious-sounding Roasted Cauliflower & Paneer Curry, Roasted Aubergine & Pepper Gratin, Mac ‘n' Super Greens and Mushroom & Lentil Pie. The intention of the new range is to highlight the versatility and brilliance of vegetables by putting them at the centre of the plate. It also enables the Higgidy brand to enter a new category for the first time outside of savoury pastry.
With the world changing overnight in the face of the coronavirus pandemic, the team at Higgidy wanted to make sure that the launch of this new range was relevant to the circumstances and responding to what people were currently thinking about. In addition to Higgidy donating 100% of the sales profits, there will be a multitude of marketing activities to support the campaign, including free meals being handed out to NHS staff at a local hospital.
In order to be able to fulfil this initiative Higgidy sought help from their various suppliers to collaborate with them to make the project viable. Alexir Packaging have been supplying Higgidy with their carton packaging since 2003 and were very happy to team up. As a result, Alexir have printed 40,000 unique cartons for the ‘Eat the Rainbow' campaign for the cost of the raw materials. Each oven-bake dish features a symbolic rainbow in four colourways to differentiate the recipes. During the coronavirus pandemic, the rainbow has become a symbol of support for people wanting to show solidarity with NHS workers on the front line. It is also commonly used in the expression ‘eat the rainbow' to remind people of the healthy properties of fruit and vegetables and include them in their diet and Higgidy will be encouraging people to get creative in the kitchen with cook-a-longs hosted by co-founder, Camilla Stephens.
In a further act of generosity Higgidy are donating vouchers to Alexir employees to redeem in-store to thank them for all their support. The Alexir Partnership has remained open and fully-operational throughout the pandemic, producing packaging for the food industry and co-packing food packs for the elderly and vulnerable.
Tom Sene, Sales Director at the Alexir Partnership, said: "We have worked with Higgidy since the beginning and have always admired their brand values. We are delighted to be involved in this fantastic ‘Eat the Rainbow' campaign which not only sounds delicious but also benefits the NHS and all the hard work that they have showcased during the pandemic."
Emma Bagshaw, Marketing Director at Higgidy, said: "We are very grateful to the Alexir Partnership for their support on this project and for enabling us to donate even more funds to NHS staff."