Lucky North helps Russell Hobbs’ Plates for Change reach 44 million people worldwide

Lucky North has delivered an international PR strategy for Russell Hobbs, promoting the kitchen appliance brand’s partnership with hunger charity Action Against Hunger. Activity across the UK, Spain, Germany, Poland and Australia reached more than 44 million people worldwide between autumn 2025 and summer 2026.

Russell Hobbs began a three-year partnership with Action Against Hunger in 2025, pledging at least £270,000 over three years. In the first 12 months, it raised more than £100,000, with the charity estimating that donations and fundraising to date were 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 develop free-to-access lesson plans exploring hunger, malnutrition and Action Against Hunger’s work. Primary school pupils were then invited to design a plate inspired by what they had learned.

The campaign reached an estimated 80,000 UK households and attracted nearly 1,000 competition entries. Eight-year-old winner Silas, from St Mary’s Catholic Primary School in Stoke-on-Trent, won 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. The activity was supported by additional 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.”