200,000 portions of crumpets, with butter and jam, will be given out for free during the kid's Easter break as the ‘Ask for Ellen’ initiative returns.
As the Easter holiday kicks in, bakery giant Warburtons has once again partnered with Morrisons to relaunch the ‘Ask for Ellen’ initiative to support families through the school holidays. It's not a new initiative; it's a repeat of the same offer the supermarket and bread maker ran during the school summer holidays and the October half-term break in 2023, which 'proved' (no pun intended) to be very popular.
It's a great scheme that ensures that children and adults get the opportunity for a free meal during the cost-of-living crisis, especially when, as many of the children aren't at school, suffer from an absence of free school meals that they would normally receive during school term time, and this stretches the household budgets of families who may struggle due to the added financial pressure of the extra food costs during the holiday period, with a high per cent of parents unsure how they will be able to afford to keep the kids fed during the break. The parents who are struggling with food can contact local food banks or community larders for help and advice or find information online via the Trussell Trust website.
‘Ask for Ellen’ at any Morrisons’ café and receive a portion of two standard crumpets, with butter and jam, (or vegan spread on request), for free – no questions asked. The offer will be available all day in your nearest Morrisons café, and there are 395 Cafés participating from 25th March to the 14th April 2024, or while stocks last.
You can claim the offer once per day during the promotion.
There will also be a competition running in the cafes, where the kids can design an outfit for 'Mr Crumpy' via a special worksheet, and email an photo of the design to Warburtons, and could win either 1x Morrisons £50 voucher, 5 x Morrisons £20 voucher, 10 x Warburtons hampers.
The offer isn't just for the kids; anyone can ask for the free crumpets during the promotion.
Why Ellen? Ellen was the name of Warburtons founder Ellen Warburton, who first started baking back in 1876.
Morrisons Café Buying Manager, Chris Strong, said: "We know how grateful our customers were for our extra support in 2023, with our Ask for Ellen initiative, and we are thrilled to announce we are partnering again with Warburtons this Easter. We'll be offering customers two toasted crumpets, with butter and jam when they visit a Morrisons café and Ask for Ellen, which we hope will help brighten their day."
Similar free food offers in Morrisons cafes included a free jacket potato with baked beans with Morrisons partner Heinz, which was the 'Ask for Henry' scheme. This scheme has run twice in the last year, and it is likely this may also return later in the year.