Lucky North helps deliver global campaign success

A Leeds-based PR agency has served up international success with a campaign for a global kitchen appliance brand supporting the fight against hunger.

Lucky North led activity across the UK, Spain, Germany, Poland and Australia for Russell Hobbs, promoting its partnership with humanitarian charity Action Against Hunger and reaching more than 44 million people worldwide.

The campaign ran between autumn 2025 and summer 2026, supporting a three-year partnership through which Russell Hobbs has pledged at least £270,000.

More than £100,000 has been raised in the first 12 months, with the charity estimating the funding is equivalent to saving the lives of 2419 children.

As part of the ‘Plates for Change’ campaign, Lucky North worked with We Are Futures and the National Schools Partnership to develop free educational resources about hunger and malnutrition.

A competition inviting primary school pupils to design their own plates reached an estimated 80,000 UK households and attracted nearly 1000 entries.

Eight-year-old winner Silas, from St Mary’s Catholic Primary School in Stoke-on-Trent, received a cookery demonstration for his school from Action Against Hunger ambassador Crystelle Pereira, with his design also turned into a ceramic plate.

The campaign also featured artist-designed plates auctioned for charity in international markets, supported by 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.”

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