As head of retail trading he has been responsible for refreshing the approach of its retail division. Norton was brought in four years ago in part to help with that. That is absolutely fine but because of who we are we wanted to create relationships with those who are under 70,” Norton tells Marketing Week. “We had traditionally had links with older supporters, which is understandable, typically people aged 70+.

Yet the Legion spends £1.7m a week supporting veterans from more recent wars, such as Iraq and Afghanistan, funding everything from mental health care to physical rehabilitation. The Royal British Legion is known for its work with veterans but many still think that involves those that fought in the two world wars, not current war veterans. That in turn held back perceptions of the brand. While millions of people buy a poppy every year, the majority of its most active supporters are aged 70+ and tend to be white and male. It has high brand awareness, particularly around its annual Poppy Appeal, and as John Norton, head of retail trading at the charity puts it, is in a unique position as the “custodian of remembrance”. Secure yours today for just £90 (+p&p). Act now to secure yours and own a lasting tribute that helps the Armed Forces community today.The Royal British Legion has been working for some time to transform perceptions of the brand. JUST 995 coins have been authorised and they will arrive presented in a deluxe presentation case with their accompanying Certificate of Authenticity. What’s more, thanks to our collectors, we have been able to raise an incredible £1,100,000 in support of the Royal British Legion since our partnership began in 2004.

This one-year only design has been produced in partnership with and fully approved by the Royal British Legion.īy ordering this coin you’ll also be directly supporting the Legion who provide financial, social and life-long support to the Armed Forces community. 925 Sterling Silver with selective 24 Carat Gold-Plate and struck to an immaculate Proof finish - the highest finish available for collectors. Featuring the classic two petal poppy alongside a design inspired by the original poppies issued in 1921.Įach coin has been struck from. The truly stunning 2021 Remembrance Poppy Silver Proof £5 Coin has been issued with a special design paying tribute to the Centenary of the Royal British Legion this year. We Will Remember Them - 100 years of the Royal British Legion The 11th November is a poignant day when the nations gather and fall silent to remember the fallen men and women from conflicts past and present.Īs a tribute to those who have made the ultimate sacrifice, a BRAND NEW Jersey £5 coin has been issued for 2021 in support of the Royal British Legion.

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