The 'Ask For Ellen' initiative is expected to give away 100,000 portions of Warburtons crumpets at Morrisons Cafes this Easter.  2100x1400

Source: Mojo

The ‘Ask For Ellen’ initiative is expected to give away 100,000 portions of Warburtons crumpets at Morrisons Cafes this Easter

Warburtons has once more teamed up with Morrisons to offer complimentary crumpets to families during the Easter holidays.

The ‘Ask for Ellen’ initiative returns for a third successive time, following its launch last summer and second stint for the October half-term.

The giveaway, which runs for three weeks from today (25 March) until 15 April, is aimed at helping to alleviate holiday hunger and ease the additional financial strain on parents when children are not at school. 

Both adults and children visiting any of the 397 Morrisons Cafés nationwide throughout the day can simply ask for Ellen to receive a free plate of two toasted crumpets with butter and jam, no questions asked, while stock lasts. 

Latest research commissioned by The Warburtons Foundation, which surveyed 2,000 parents of school-aged children, found that 82% said they were spending more on snacks during the holidays to keep up with demand at home.

The data highlighted that, on average, children ask their parents for a snack three times a day while off school, with more than a third (35%) of parents needing to go shopping more often to keep their kids satisfied.

Added colour

In addition, the survey reported 44% of parents stating their biggest holiday challenge is keeping their child entertained. In response, Warburtons and Morrisons are also offering families colouring and activity sheets alongside their free crumpets this Easter. Kids can enter a colouring competition for the chance to win Morrisons shopping vouchers or Warburtons hampers. 

“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,” said Chris Strong, Morrisons café buying manager. “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.”

Warburtons chairman Jonathan Warburton noted that the ‘Ask for Ellen’ initiative served up a “mammoth” total of 300,000 portions of crumpets last year. “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,” he added.

The initiative is named after Warburtons’ founder, Ellen Warburton, who established the Bolton-based family business with her husband Thomas back in 1876. Its charity arm, The Warburtons Foundation, is said to have donated over 2.25 million bakery products to British schools and food banks since October 2022, with a stated ambition for this year of reaching 1.5 million products by September.

Warburtons operates 11 bakeries and 16 depots around the UK, delivering fresh bread to 18,500 stores daily. It recently added new electric trucks and rigid box vans as a latest commitment towards its transition to a zero emission fleet.