The Dishes for Wishes campaign aims to encourage people to take part and organise sponsored walks for the charity. Activity includes point-of-sales marketing, press advertising and national PR aimed at encouraging housewives with children aged under four years old to register online.
Emails will then be used to keep in contact with those taking part ahead of the planned walking event at locations across the UK on December 27.
The campaign has been developed by Arc Live, with Arc London involved in creating the registration website. Grey London has been involved in above-the-line work, media planning is by Zenith Optimedia and GCI is handling local and national PR.
Garry Munns, Arc London creative director, said: "This is an engaging and entertaining way to get consumers active during the festive season. The idea is simple and inclusive and leverages the average family's festive activity to intrinsically connect Fairy with the Christmas period. More importantly, it raises money for a worthy appeal and brings a little bit of joy to kids who need it this Christmas."
The Make-a Wish foundation helps grant wishes of children and teenagers who are living with life-threatening illnesses.
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