A LIFELINE IN LOCKDOWN

A standout partnership that emerged during the pandemic was Reckitt’s alliance with the quiet achiever - Meals on Wheels Australia. It was topical, beautifully executed and a perfect alignment of goals. 

Meals on Wheels delivers more than 14.8 million meals to elderly Australians a year. The onset of COVID-19 created an even more testing time for an already vulnerable elderly population, and while the country went into lockdown, demand for the Meals on Wheels services increased.

Reckitt and Meals on Wheels were both aware of the immense challenges the pandemic posed to the elderly and wanted to focus efforts on protecting those at greater risk. With a shared common purpose to support the wellbeing and protection of vulnerable Australians, Reckitt provided crucial hygiene products to ensure that the Aussies who needed it most could have a hygienic home during the early months of the pandemic. This meant that over $1m worth of disinfectant products (Glen 20, Pine O Cleen and Dettol hand sanitiser) were delivered.

Reckitt additionally incorporated Meals on Wheels into its advertising spend in 2020 in a TVC that highlighted the vital service Meals on Wheels provides, with a call to action for Australians to get behind the charity.

The partnership extended into 2021, through an alliance with Woolworths in May, where 50,000 Hygiene packs were provided to Meals on Wheels, triggered by consumer purchase.

More info 

Reckitt website

Meals on Wheels website 

For the TV ads go here

Hailey Cavill-Jaspers