We share highlights from Cascade Productions’ award-winning entry for the Iceland Foods Charitable Foundation – 50th Anniversary Ball, which was crowned the Best Celebratory or Awards Event…

The Iceland Foods Charitable Foundation, established in 1973 by Iceland Foods, has raised over £34m for good causes. To celebrate its 50th anniversary, Cascade proposed that the foundation hold a charity event at Liverpool Cathedral. Iceland had held Charity Ball events on a grand scale twice before, but never in a venue like Liverpool Cathedral.

The primary objective was to raise money for the foundation and associated good causes. The target was £750,000. In discussion with the IFCF Trustees it was agreed that there would be no fundraising on the night. No auctions, no stand-up bingo, no raffle, and request for donations. All the funds raised would come from a single rate for the tables themselves, set by the Trustees.

Guests were treated to an impressive spectacle, with the evening themed around music and dance from the stage and screen, and Katherine Jenkins OBE as the headline act. Cascade produced a film that included some heart-wrenching testimonies from patients interviewed over the years who are no longer with us, which served as a powerful reminder of the impact of fundraising

The event was self-funding, with Cascade tasked with producing a sufficiently impressive and memorable evening while not allowing costs to exceed 50% of the income. The budget was managed, and target reached, and feedback from the charity and guests was very positive with the IFCF founder describing the event as perfect.

Judges were impressed by the “incredible production, location, entertainment and storytelling throughout the evening”.