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Smeg's bespoke fridge auctions for £2,600 to support Action Medical Research

* FRIDGE_charity.jpgLast week, Smeg supported its national charity of choice, Action Medical Research, at the children's charity's Champions of CycleSport Black Tie Dinner, held at the Battersea Evolution, Battersea Park, by donating a cycling-themed iconic FAB28 fridge for auction.

The unique fridge, which sold for £2,600 (nearly three times the usual cost of a FAB28 fridge) was created by artist and keen cyclist Richard Mitchelson, who has worked with the show's media partner - cycling magazine Rouleur - since 2009. Since then he's used art to document famous races and cyclists in his own bold style.

Richard Mitchelson said: "It's been a fantastic opportunity to team up with Smeg and create this 'one-off' fridge the Action Medical Research Champions of CycleSport Dinner 2014. I have used all of my 'legends of cycling portraits' (made famous in the magazine) to create this bright, exciting, pop art-inspired pattern. The idea behind it was that when you went to get your milk for your cup of tea after a long ride you'd be able to spot something or someone new and pick out your favourites from the very many faces of cycling history. Action Medical Research does a fantastic job, so I'm pleased to help raise cash for the charity."

Action Medical Research's Toby Tennant, head of relationship fundraising, said: "We're delighted that Smeg UK has chosen to develop the partnership with Action Medical Research. They are such a proactive and enthusiastic company to work with and continue to engage and involve their employees across the board. We look forward to exploring even more opportunities in 2015."

Smeg UK's Brand Manager John Davies said: "Action Medical Research raises much-needed money to fund life-changing research, helping save the lives of the UK's sick and disabled babies and children. It was Smeg's charity of choice for 2014 and this is going to continue for 2015.

"We've got lots of other fundraising events planned throughout the year, starting with Smeg donating £20 from every FAB 28 fridge sold in December and January to Action Medical Research, to celebrate the fridge appearing in new film Paddington."

To find out more about Smeg UK's activities in aid of Action Medical Research, visit the designated fundraising website which will be updated throughout the year:

www.action.org.uk

5th December 2014




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