‘Ask for Ellen’ launches at Morrisons with free crumpets offer this October – MoneyMagpie

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Isobel Lawrance


19th Oct 2023

The school holidays can be daunting for parents. It’s a time of great fun, quality time with the kids and amazing memories. But all of this can feel overshadowed by the cost of living continuing to bite. 

Being away from school means free school meals are put on pause and costs can stack up for parents. Food, energy and entertainment costs for six long weeks can put a strain on our wallets. Previously, Morrisons partnered with Heinz for the campaign ‘Ask for Henry’, where people could get a free meal of a jacket potato and beans. Now, Warburtons has partnered with the supermarket giant to launch ‘Ask for Ellen’, to give support to families throughout the school break. 

Ask for Ellen

Simply ‘Ask for Ellen’ at any Morrisons café and you will receive a portion of two standard crumpets, with butter and jam for free. No questions asked, just delicious food for you and the kids. The initiative is named after founder Ellen Warburton, who established the brand in 1876. 

Ask for Ellen runs from Oct 23 to Nov 5 and will be available to everyone, all day, every day. T&Cs apply. Morrisons will also continue to ruin its Kids Eat Free initiative in its cafes, where little ones can receive a free meal with the purchase of an adult main worth £4.49 or more. 

The Warburtons Foundation 

New research by The Warburtons Foundation found that a staggering 64% of parents are worried about the increased costs of their child being at home for the summer. The survey of 1,000 parents of school-aged children also found that parents think the school holidays will cost them almost £200 extra over the six weeks, due to childcare and family activities. Seventy-one per cent of respondents said they are preparing themselves to buy more snacks than normal to plan for day trips and activities to keep children fed on the go. 

The research also revealed the added financial pressure facing families as schools break up for the summer. When questioned about the typical six-week break, 58% of parents suggested they will have to contend with additional childcare costs as they juggle work and their kids. 

Chris Strong, Morrisons Café Buying Manager, said:

‘Supporting our customers during the school holidays is incredibly important to us as we know that many families worry about catering for additional meals that are usually covered during the school term time. We are therefore pleased to be partnering with Warburtons this summer and offering our customers two toasted crumpets, with butter and jam when they visit a Morrisons café and Ask for Ellen.’ 

Jonathan Warburton, Chairman of Warburtons, commented:

‘Whilst the summer holidays offer a chance for families to enjoy time together, we know that the reality can be very different for many families. As the cost-of-living crisis continues to put pressure on household budgets we wanted to offer a little to support to families through the holidays. Being able to help families across the country is as important to us today as it was to Ellen Warburtons back in 1876.’



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