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‘Ask for Ellen’ returns with free crumpets this Easter

Isobel Lawrance 25th Mar 2024 One Comment

Reading Time: 2 minutes

‘Ask for Ellen’ – return of  free crumpets this Easter

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. Since then, Warburtons have again partnered with the supermarket giant to launch another ‘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 March 25 to April 14 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 

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 and offering our customers two toasted crumpets, with butter and jam when they visit a Morrisons café and Ask for Ellen.’ 


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9 months ago

At the check out, how do I ask for Ellen?! Is Ellen here? Can I speak to Ellen? Can I sample Ellen’s crumpets? I want to be polite.

Jasmine Birtles

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