The inaugural event will see competitors navigate a 10km course through ten of London’s most prestigious shops and brands, including Fortnum and Mason, Selfridges, Heals and Liberty. The event will take place on International Children’s Day (1 June).
Brandfuel has been tasked with managing the logistics programme and promotional branding for the event, which will be launched by TV presenter Claudia Winkleman with champagne and canapés at Fortnum and Mason.
Hope and Homes for Children works to reform childcare systems and close children’s institutions worldwide. The charity is celebrating its 20th year in 2014. High-profile patrons have included Kate Adie, Kristin Scott Thomas, David Furnish and Martin Bell.
Sue Winckler, client services and business development director at Brandfuel, said: "We’re delighted to be working with such an important cause – and on such a refreshingly different endurance test. We’re looking forward to smoothly negotiating hundreds of competitors between ten, very busy and high0profile stores during Sunday trading hours."
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