Hobbycraft launches Hobby Heroes Christmas campaign
Hobbycraft has launched its Hobby Heroes Christmas campaign that celebrates hobbyists who make for others but rarely get the spotlight they deserve.
The campaign features real people, real stories and real makes. It stars four crafters who crochet, bake, knit and style parties to bring joy to people around them. They include a baker who would rather give away a cake than sell a hundred, a 14-year-old boy teaching his friends to crochet, a 71-year-old woman who knits to raise money for a care home, and a party planner in her twenties. Hobbycraft said each has a highly personal story that embodies the festive spirit.
Subscribe to TRBThe retailer is also running a nationwide competition where people can nominate a Hobby Hero in their own life. Four winners will each receive a £250 prize hamper.
The activity follows Hobbycraft’s Power of Making research that found that 60% of adults would like to reduce their screen time and 89% of parents would like their children to spend fewer hours on digital devices.
Among those who craft, 69% said they felt a sense of satisfaction when they complete a project and 53% say crafting improves their mood.
Natalie Amosu, marketing director of Hobbycraft, said: “Everyone knows a Hobby Hero. The person who knits, bakes or crochets for everyone else and never expects a thank you.
“This Christmas we wanted to give them one. As the Home of Creativity, we see every day what happens when people put their phones down and make something with their hands.
“It slows you down, it makes you feel good, and when it’s for someone you love, it means more than anything you could buy. We hope these stories inspire people to pick up a hook, a whisk or a pair of needles, and to nominate the hero in their own life.”
