To celebrate the appearance of one of Smeg’s iconic retro fridges in the Paddington film releseaed in November 2014, Smeg UK donated £20 from every FAB 28 fridge, sold in a two month period, to its national charity of choice, Action Medical Research.
Smeg supplied a cream FAB28 fridge for the set of the Christmas blockbuster with the iconic appliance featuring on a number of occasions, including a scene when A-lister Nicole Kidman walks out from behind it.
Smeg UK's Brand Manager John Davies explains: "Action Medical Research was already Smeg UK’s chosen charity for 2014 and as Action is Paddington Bear’s favourite charity and the fridge appeared in the new film, it seemed fitting that we joined up all of these activities to help raise more funds for this important cause. Smeg UK is also planning a number of different events and challenges throughout 2015 to continue to help fundraise for Action Medical Research."
This activity alone raised over £7,500 for the charity and generated some fantastic coverage for both Action and Smeg UK.
To find out more about Smeg UK's activities in aid of Action Medical Research, visit their designated fundraising website www.action.org.uk/smeguk which will be updated throughout the year.