The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Ishbel Macleod, PR and social media consultant

March 3, 2014 | 2 min read

Eggs for Soldiers is dipping into history with the creation of its Toast-A-Cutter Army: 1,000 identical toast soldiers has been unveiled today at London's Royal Artillery Museum.

Inspired by the Chinese Terracotta Army, charity egg brand Eggs For Soldiers created the 12 centimetre soldiers to mark March Fourth - it's annual fundraising event in support of Help for Heroes.

Caroline Beatty, brand manager at Eggs For Soldiers, said: "We're very proud to officially support Help for Heroes. Our Toast-A-Cutter Army at the Royal Artillery Museum brings to life the very essence of Eggs For Soldiers in a lighthearted way but it has a serious message at its heart. Every year on March Fourth we do something attention-grabbing that reminds people about this truly great cause.

"By making one small change to their weekly shop and buying a pack of Eggs For Soldiers, it can make a big difference to the brave service men and women who have been wounded in the service of their country. We've raised almost £1m for Help for Heroes so far and would urge people to keep buying Eggs For Soldiers help us reach this milestone and get us on the way to £2m."

The Toast Army took a team of five designers more than 16 hours to create by hand using almost 80 loaves of stale bread.