On your bike! Vimto raises £110K in record-breaking charity cycle

  • The iconic soft drinks brand has completed its biggest charity challenge yet in celebration of its 110th anniversary
  • 110 participants cycled a 110km journey as part of the ‘Big Charity Bike Ride’
  • Vimto smashed its ambitious target of £110K, with all money raised going to local charity Warrington Youth Club

Vimto, the £83.3m (UK) brand from Nichols plc, has successfully raised a staggering £110k for local charity Warrington Youth Club (WYC) through its largest fundraising challenge to date – the Vimto Big Charity Bike Ride.

The 110km cycle, organised in celebration of Vimto’s 110th anniversary, forms part of the brand’s biggest year to date. 2018 has seen Vimto’s largest and most disruptive advertising campaign – ‘I See Vimto in You’. The brand also recently announced its brand value jumped an impressive £2.3million in the latest data period, reaching a record high of £83.3million[1].

The 110 participants, included special appearances from local sporting legends Phil Neville, Gary Neville and Ryan Giggs. A bespoke route through the picturesque villages of the Cheshire countryside and rolling hills of Tatton country estate was taken, with local businesses including the Bird in Hand pub in Mobberley and Swettenham Bowling Club offering their support as water stations. Partners such as Tesco, Coca-Cola, Princes and KPMG also joined forces to take on the gruelling challenge.

Established in 1952, WYC works to support young people from ages 7 to 25, offering opportunities to gain, increase and develop skills and confidence, to improve their lives and futures. Vimto has supported the organisation for over five years, and thanks to the record-breaking charity cycle the wheels are now in motion for the Youth Club to offer further exciting opportunities to young people in the area.

Nick Hopkinson, board member at Warrington Youth Club, said “We’d like to thank Vimto for raising this incredible amount of money which will allow the organisation to offer mentoring to 110 vulnerable children and young people from across Warrington. The Youth Club is about to undertake a massive expansion as the £6.5 million development of the OnSide Warrington Youth Zone on Dallam Lane in Warrington commences in early 2020, where the organisation started almost 70 years ago.”

Marnie Millard, CEO of Nichols plc, adds: ‘We’d like to thank our 110 riders for every penny they raised as they pedalled. We’re delighted to be able to continue to aid Warrington Youth Club in their work, which is made possible by the retailers and outlets that continue to stock and support our brand.”

Ryan Giggs said: “It’s been a fantastic day and great to see Vimto’s commitment to the local community, just as they support development of young football talent at the Salford City FC academy.”

[1] Nielsen ScanTrack, 11.08.18