Event with popular appeal

How Linney’s expertise in ecommerce and charity marketing helped bring The Poppy Appeal online, reaching customers far and wide.

A vital appeal

The Poppy Appeal 2020 was the largest in the nine-year history of Linney and the merchandise arm of the Royal British Legion. It was also very different, due to the pandemic and lockdowns. Planning was a challenge and the Legion and Linney teams had to react quickly to an ever-changing situation.


Closing the gap

The cancellation of important events such as the London Poppy Day and the Festival of Remembrance, social distancing and the closures of non-essential shops meant a reduction in Poppy Appeal volunteers out on the streets and at various fundraising events. The Poppy Shop worked to close this gap by introducing more items to its online shop.


The results

There was a 58% increase in emails into our Customer Response Centre, orders despatched were up a staggering 125% and 765,000 items were picked and packed during October and November.

Planning for a potential increase in sales was a challenge, but we achieved success through a concerted effort across the whole of the Linney business and great support from our client.