Leeds-based PR agency Lucky North has delivered da new PR strategy for global kitchen appliance brand Russell Hobbs, promoting its partnership with international hunger charity Action Against Hunger.
Lucky North led activity in the UK, Spain, Germany, Poland and Australia that reached more than 44 million people worldwide between Autumn 2025 and Summer 2026.
Russell Hobbs began a three-year partnership with humanitarian organisation Action Against Hunger last year, pledging a donation of at least £270,000 across 3 years. In the first 12 months of the partnership, Russell Hobbs has already raised over £100,000, with the charity estimating the donations and fundraising to date are equivalent to saving the lives of 2,419 children.
Through the ‘Plates for Change’ campaign, Lucky North worked with We Are Futures and the National Schools Partnership to create free-to-access lesson plans about hunger, malnutrition and Action Against Hunger’s work. A competition then invited primary school pupils to design a plate inspired by what they had learned, attracting nearly 1,000 entries.
Winner, eight-year-old Silas, from St Mary’s Catholic Primary School in Stoke-on-Trent, secured a cookery demonstration for his school with Action Against Hunger ambassador, cook and author Crystelle Pereira. His design was also produced as a ceramic plate, with Russell Hobbs products awarded to him and his school.
In other markets, Lucky North worked with local partners to commission artist-designed plates, which were auctioned to raise further funds for the charity. The activity was delivered alongside further amplification from Spectrum Brands’ in-house teams.
Robyn Milner, global brand partnerships manager at Spectrum Brands, said: “We are delighted with the results from our work with Lucky North. The team embraced the brief and created meaningful activity across our markets, which resonated with households and families across the world.”
Lucy Robinson, account director at Lucky North, added: “It has been a privilege to work with Spectrum Brands on a campaign that turns concern into action. Around 645 million people go to bed hungry each night, so we wanted to find engaging ways to help people understand the issue and see what they can do about it. Cause-led PR works best when it invites audiences into the conversation, and that’s exactly what we’ve delivered on this brief.”
Lucky North is a Leeds-based PR agency working across traditional and digital channels.
