More than 50 international brands have signed up with the HelpAd charity
advertising scheme, which organisers say could make pounds 5m for the
International Red Cross within six months.
HelpAd enables major brands to advertise on the packaging of
complementary products, such as butter on bread, and stain remove, on
ketchup bottles. Promotion of the HelpAd brand among consumers is due to
launch in the new year.
Firms which are in final talks about ‘brand marriages’ include Van Den
Bergh Foods, Tesco, Grand Metropolitan, BT, Wella and Pizza Hut. The
first partnership will be announced soon.
According to HelpAd managing director Paul Adams, the scheme is expected
to net the charity up to pounds 5m within the next six to nine months.
Over 1,800 calls had been received from agencies and marketing managers
HelpAd has been donated the base of the capsule of Richard Branson’s
balloon on its round the world flight.