It is launching a limited edition pack featuring the charity’s red poppy icon to support the cause and will donate 25p from every purchase of special packs of its moisturiser to the Royal British Legion.
The packs will roll out from this week ahead of the annual Poppy Appeal in November to commemorate Remembrance Day on 11 November.
The partnership is part of the British Legion’s ongoing strategy to update perceptions of the appeal and its relevance to the veterans and families involved in current conflicts in Iraq and Afghanistan, as well as its legacy on WWI and WWII.
Ben Grace, marketing director of Bulldog says because Bulldog is a British brand, it is a perfect fit with the British Legion’s Poppy Appeal, particularly at a time when British forces are so active.
The brand hopes the initial one-year deal will become a multi-year partnership.
Separately, Bulldog is preparing to launch its first national outdoor advertising campaign following its first above the line activity earlier this year.
The campaign will use the “Man Up” strapline and will be supported with a three week push in ShortList magazine to build awareness for the brand.