Why did you take part in Ben’s Big Breakfast?

At Lookers, supporting Ben is part of our commitment to supporting colleague wellbeing. Our relationship with Ben spans decades, at the recent 120-year celebration, Ben showcased vintage Ben Ball programmes, some dating back to the 1950’s where Lookers sponsored pages in the programmes! It was a powerful reminder of our long-standing commitment and the incredible work Ben continues to do for the automotive industry. Their impact on wellbeing and lives across our sector is profound. For us, getting involved in Ben’s Big Breakfast wasn’t just a choice, it was a privilege.

What made you decide to support Ben?

Ben plays a vital role in supporting the people behind the automotive industry. Their work touches lives in ways that are often unseen but deeply felt. When you understand the scale of their impact, it’s impossible not to want to be part of it. At Lookers, we believe in giving back, and Ben is a charity that truly aligns with our values. Supporting them is not just about fundraising, it’s about standing together as an industry to make a meaningful difference.

How many dealerships took part in Ben’s Big Breakfast in 2024, and how much did you raise?

We were thrilled to have over 50 dealerships and central office hubs actively participate in Ben’s 2024 Big Breakfast. Together, Lookers raised an incredible £12,960, accounting for 48% of the total £26,584 raised across the initiative. This was a huge leap from our previous record of £3,541 in 2021, and we couldn’t be prouder of the collective effort from our people and teams.

How did you encourage all the sites to take part?

We launched a centralised communications and engagement campaign to build excitement and momentum. Senior leaders were instrumental in championing the initiative, and we added a fun competitive edge by offering three tickets to the 2024 Ben Ball for the top fundraising sites. This helped spark friendly competition and boosted participation across the board.

How did Ben support you in getting all the sites involved?

The Ben team were fantastic partners throughout. They provided us with high-quality promotional materials and were incredibly responsive to our needs, whether it was answering queries or distributing breakfast packs. Their support made it easy for us to coordinate across multiple sites and keep the energy high.

Did you find the packs useful?

Absolutely. The breakfast packs were a brilliant addition; they helped drive engagement at site level and made it easy for customers to understand what was happening and how they could also get involved. They also played a key role in raising awareness of Ben’s brand and mission, which is so important.

Was it easy to raise money, and do you have any tips for others?

We learned a lot in 2024. We got off to a slightly late start, and setting up site-level fundraising pages was a bit tricky. This year, we’re starting earlier and simplifying the setup process. My top tips? Get organised early, keep instructions clear, and appoint a “Breakfast Champion” at each site to coordinate efforts. That local ownership made a big difference and is something we’ll definitely repeat.

Are you planning anything else for the future?

Yes! We’re already gearing up for Ben’s Big Breakfast 2025 and exploring other fundraising opportunities with Ben’s fundraising team. We’re looking at activities that can be embraced at a local level, making it easy for all colleagues to get involved and support the cause.

What would you say to encourage others to fundraise for Ben?

Ben’s work is essential. The statistics shared at the 120-year celebration were a stark reminder of how many people in our industry are facing serious challenges. I believe we all have a collective responsibility to support Ben. Every contribution, no matter how small, adds up to something powerful. Together, we can make a real difference - sign up for free here.

Find out more about Lookers here.