PRIMULA’S MISSION TO SPREAD MILLIONS OF SMILES

Brighton and Southampton are the most smiley cities in the UK*

Bristol and London are the least smiley cities in the UK**

Primula Cheese and Make-A-Wish®UK are challenging the 65 million people of the UK to pass on positivity by spreading smiles.

Giggle, laugh, smile, chuckle, chortle, or full on belly roar – however you show it, 90% of Brits say their mood improves when they’re smiled at, with the same number saying they wish more people would do so more often, according to new research from Primula.

A quarter of those surveyed by Primula Cheese as part of its Spread a Smile campaign, to support Make-A-Wish UK, say they rarely laugh or smile. Those that do estimate they smile around 16 times a day however, this varies throughout the UK with people in Brighton and Southampton saying they smile more than 20 times a day*, while people in London and Bristol smile the least.**

Primula is working with Make-A-Wish to raise enough money to make more children with life-threatening conditions smile this year through having their wishes granted – this positivity gives Make-A-Wish children and their families the strength to get through an incredibly difficult time. Throughout October and November, Primula will donate 20% of the profits from the sale of its special ‘Just Say Cheese’ tubes sold to Make-A-Wish.

“It’s true what they say, when you smile the world smiles back,” said TV presenter and broadcaster Angellica Bell who is famous for her smiles and positive outlook. “A simple smile can make a difference to our day-to-day lives, whether lifting our own mood or making someone we see feel better. Smiling raises your spirits and makes other people happy - it's a very powerful expression and, like any habit, it gets much easier with practice.

“The survey showed 89% of adults agree a child smiling puts a smile on their face and that 90% of UK adults wish people smiled more in public, so our mission is to spread smiles to other people we see, whether it’s friends, family or even a stranger - we want to make the whole country smile.”

Joanne Micklewright is Head of Wishgranting at Make-A-Wish: “Laughter really is the best medicine. A simple smile can make someone feel better when they’re unwell and we’re working with Primula to help raise enough money to spread this positivity by granting magical wishes to more children and young people fighting life-threatening conditions.

“Each year we aim to grant 1,000 wishes to help provide relief from medical appointments or hospital treatment and help both the wish child and their family feel more positive. Through smiling with us this World Smile Day we are raising awareness of our charity and our aim to grant even more wishes in the future.”

For every special ‘Just Say Cheese’ tube sold, Primula will donate 20% of the profits to Make-A-Wish granting even more magical wishes to children with life threatening conditions.

The British public is also being challenged to #spreadasmile on social media by sharing this video http://bit.ly/justsaycheese .

Make-A-Wish grants magical wishes to enrich the lives of children and young people fighting life-threatening conditions. For more details please visit www.make-a-wish.org.uk

For more information on Primula please visit www.primula.co.uk

ENDS

*Compared to the national average of 16 times, people surveyed in Brighton and Southampton say they smile around 22 times a day

** Compared to the national average of 25%, 31% of people surveyed in Bristol and 29% in London say they rarely laugh or smile.

Throughout October and November, Primula will donate 20% of the profits from its ‘Just Say Cheese’ tubes to Make-A-Wish. As Primula is fully owned by the Kavli Foundation, a charitable trust, the remainder of the profits from the Just Say Cheese tubes will be donated to further charitable causes supporting research, humanitarian and cultural projects within the UK and worldwide. For more details please see http://primula.co.uk/profits-go-to-good-causes.html

For high-res images visit http://bit.ly/PrimulaSpreadASmilePics

*Throughout October and November, Primula will donate 20% of the profits from its ‘Just Say Cheese’ tubes to Make-A-Wish. As Primula is fully owned by the Kavli Foundation, a charitable trust, the remainder of the profits from the Just Say Cheese tubes will be donated to further charitable causes supporting research, humanitarian and cultural projects within the UK and worldwide. For more details please see http://primula.co.uk/profits-go-to-good-causes.html

Make-A-Wish Foundation® UK. Charity Registration Nos. (England & Wales) 295672 / (Scotland) SC037479

For further information or if you would like a regional Make A Wish case study please contact:

Courtney Stevens, Caroline Cockburn or Emma Campbell at O PR on 0191 232 5690 / primula@opr.co.uk

Notes to Editors:

Research carried out by Opinion Matters for Primula Cheese between 28/7/2015 and 04/08/2015, sample: 2,001 UK adults

Facebook.com/PrimulaCheese / Twitter.com/Primula_Cheese / Instagram.com/LovePrimula

About Primula:

Primula is part of the Kavli Group, the world’s first manufacturer of processed cheese, established in 1893 in Norway.Olav Kavli started selling his famous Primula Cheese in the UK in 1929 and established a factory here in 1936.Primula has been a leading family brand for over 90 years.  Most famous for its cheese tubes, the squeezy cheese range consists of Original Cheese, Cheese and Chive, Cheese and Ham, Cheese and Prawn and Primula Light Cheese Spread. Kavli Ltd also owns Castle MacLellan Foods Limited, brand leader for pate which is based in Kirkudbright, Scotland and St Helens Farm, brand leader in Goats milk and associated products.The Kavli Group is fully owned by the Kavli Foundation, a charitable trust, which is committed to supporting good causes.  Annually it donates profits to charitable causes, supporting research, humanitarian and cultural projects within the UK and worldwide.

Make-A-Wish UK notes to editors:

Please note that Make-A-Wish does not use phrases such as ‘terminally ill’ in order to respect the sensitive nature of life-threatening conditions and what they mean to children and young people and their families. We would ask that this approach is followed and that the term ‘life-threatening conditions’ is used in material for publication.Make-A-Wish should be referred to as Make-A-Wish®UK in the first instance. Thereafter ‘Make-A-Wish’ is suitable. We would ask that you try to keep

‘Make-A-Wish’ on the same line.

Make-A-Wish grants magical wishes to children and young people fighting life-threatening conditions. The charity was founded in the UK in 1986. Registered charity number: 295672/SC037479 www.make-a-wish.org.uk.

Primula the uniquely squeezy cheese contains more real cheese than any other leading brand and contains no added flavours, colours or preservatives. Primula Cheese is available in tubes and tubs and contains a third less fat than hard cheese.

Primula is owned by The Kavli Trust.  All profits go to the charitable organisation which funds scientific, cultural and humanitarian causes both in the UK and around the world. For more information visit: www.kavli.com

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