Case Study – the “100 Poppies” £5 Coin

Since 2006 The Westminster Collection has worked with The Royal British Legion and the Government of Jersey to create and distribute the official Poppy Coin in support of the Royal British Legion.

100 Poppies design

Designer Chris Lloyd working on the “100 Poppies” Design

With 2014 marking the Centenary of the First World War, it was important to create a coin that both represented The Royal British Legion and the poignancy of the Anniversary.

The result was the “100 Poppies” £5 Coin – a central red Royal British Legion Poppy surrounded by 99 other sculpted poppies, one for each year since the outbreak of the Great War.

The Westminster Collection offered distribution of the coins for their face value – £5 for £5, with a focus on creating new coin collectors.  Each coin sold raised 50p for The Royal British Legion.

Like many of our marketing campaigns, our activity had many strands.  Here are just some of them…

TV Advertisements

Online Advertising

poppy ad


Social Media


National Press Advertising

Poppy Press Ad


The Results

The “100 Poppies” Campaign proved one the most successful campaigns for several years, encouraging many thousands of new collectors.  Along with the limited edition, precious metal versions of the coins that were sold to existing collectors, we also raised £150,000 for The Royal British Legion.

view marketing jobs