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#1 Campaign
Health & Wellbeing · September 2026
The Gruffalo Book Gift
Wednesday 2nd September, 2026
To celebrate the publication of Gruffalo Granny, Julia Donaldson, Axel Scheffler and Macmillan Children’s Books arranged for 30,000 Gruffalo books to be distributed to children across Scotland through Scottish Book Trust programmes, foodbanks, hospitals and charities.
Why it worked: It tied a beloved IP’s new-release date to a large, quantified donation via a credible partner, turning PR into hard local impact news.
The lesson: Consider pegging your announcement to a measurable giveaway with a respected distributor, guaranteeing timely hooks, numbers, and beneficiary quotes.
The Gruffalo
Scottish Book Trust
7 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| penguinrandomhousehighereducation.com | The Gruffalo | Penguin Random House Higher Education | Wednesday 27th April, 2016 |
| bbc.com | Gruffalo Granny: Julia Donaldson reveals new character and title for third book | Friday 6th February, 2026 |
| panmacmillan.com | The Gruffalo books: a complete guide - Pan Macmillan | Friday 6th February, 2026 |
| people.com | 20 Years Later, the Gruffalo Returns in New Book 'Granny Gruffalo' — See the Cover! (Exclusive) | Monday 23rd March, 2026 |
| stv.tv | 30,000 Gruffalo books being donated to children across Scotland | Wednesday 2nd September, 2026 |
| livingpaintings.org | Gruffalo Granny is now available to order! - News - Living Paintings | Thursday 10th September, 2026 |
| thebookseller.com | Gruffalo Granny launches with British Library event and Waterstones pop-up | Friday 11th September, 2026 |