BBC Children in Need and George at Asda have teamed up to launch the charity’s official 2024 t-shirt, enlisting the services of celebrity couple Tom and Giovanna Fletcher in the process.
All money raised from sales of the t-shirt will go towards the charity appeal’s ‘Fuelling Potential’ initiative, which aims to fight food insecurity for young people across the UK.
The campaign will also see the involvement of BBC Children in Need ambassadors Emma Bunton and Rita Ora, who will help drive coverage by sporting the unisex t-shirt.
“It is an absolute pleasure to have collaborated with the wonderfully talented Tom and Giovanna Fletcher on our official t-shirt with George and Asda this year,” BBC Children in Need director of income, marketing and solutions, Claire Hoyle said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“As a powerhouses in music, bestselling authors and children’s entertainers, they were an absolute dream to work with and the perfect pair to bring this year’s t-shirt to life. Funds raised will go towards supporting hundreds of thousands of children when they need us most.”
The t-shirt will be available to buy nationwide instore from Monday 30 September, where it will be sold for £10. Mugs and tote bags featuring the design will also be available.
Chief commercial officer, Liz Evans added: “It’s been fantastic to work with Tom and Giovanna on the creation of this year’s official BBC Children in Need T-shirt.
“We absolutely love how they have brought their creativity and personality to life in the design, alongside a really on trend ‘band tour’ theme that will help our customers to support the great work of BBC Children in Need in style.”