Battery brand Energizer has unveiled its biggest-ever promotional push - an on-pack campaign that is aiming to raise £100,000 for forces' charity Help for Heroes. 

During the Be a Hero campaign, which runs from 12 September to 30 November, 5p will be donated to the charity for every pack of Energizer High Tech and Ultra+ AA and AAA batteries sold in store. The activity will be supported by marketing, advertising, and in-store activity including PoS material - plus Energizer's sponsorship of the Heroes for Rugby charity match at Twickenham on 3 December. 

"Help for Heroes is a hugely relevant charity and, with this year seeing the 10th anniversary of the war in Afghanistan, it has an ever present role to play in supporting UK forces," said says Nick Powell, Energizer managing director for the UK & Nordic regions. "For Energizer this is a very natural partnership, as the army has been using Energizer batteries over the last few years and we are proud to help rally the support of retailers." 

"The pre-Christmas sales period represents the biggest profit opportunity for retailers, accounting for one third of all annual battery sales," added Powell.