Isobel Lawrance
5th Aug 2024
Reading Time: 2 minutes
‘Ask for Ellen’ – return of free crumpets this Summer
The school holidays can be daunting for parents. It’s a time of great fun, quality time with the kids and amazing memories. But all of this can feel overshadowed by the cost of living continuing to bite.
Being away from school means free school meals are put on pause and costs can stack up for parents. Food, energy and entertainment costs for six long weeks can put a strain on our wallets. Previously, Morrisons partnered with Heinz for the campaign ‘Ask for Henry’, where people could get a free meal of a jacket potato and beans. Since then, Warburtons have again partnered with the supermarket giant to launch another ‘Ask for Ellen’, to give support to families throughout the school break.
Ask for Ellen
Simply ‘Ask for Ellen’ at any Morrisons café and you will receive a portion of two standard crumpets, with butter and jam for free. No questions asked, just delicious food for you and the kids. The initiative is named after founder Ellen Warburton, who established the brand in 1876.
Ask for Ellen runs from Aug 5 to Aug 25 and will be available to everyone, all day, every day. T&Cs apply. Morrisons will also continue to ruin its Kids Eat Free initiative in its cafes, where little ones can receive a free meal with the purchase of an adult main worth £4.49 or more.
The Warburtons Foundation
Research by The Warburtons Foundation found that a staggering 64% of parents are worried about the increased costs of their child being at home for the summer. The survey of 1,000 parents of school-aged children also found that parents think the school holidays will cost them almost £200 extra over the six weeks, due to childcare and family activities. Seventy-one per cent of respondents said they are preparing themselves to buy more snacks than normal to plan for day trips and activities to keep children fed on the go.
The research also revealed the added financial pressure facing families as schools break up for the summer. When questioned about the typical six-week break, 58% of parents suggested they will have to contend with additional childcare costs as they juggle work and their kids.
Chris Strong, Morrisons Café Senior Buying Manager, said: “We are thrilled to collaborate with Warburtons to bring this fantastic campaign to life once again. Whether you’re a traditional butter fan or prefer some chocolate spread on your crumpets, we’re excited to introduce five additional tasty toppings this summer so everyone can enjoy their favourite.”
Jonathan Warburton, Chairman of Warburtons, commented: “As a family-run business, we have always fostered a strong sense of community. That’s why we are so proud to bring back ‘Ask for Ellen’ for a fourth time. Since launching last year, we will have served almost half a million portions of crumpets, including the 100,000 portions this summer holiday.”
