With loneliness amongst older people at an all time high, it was more important than ever to support Age UK. To celebrate the 20th anniversary of The Big Knit, we created ‘the biggest knitted hat ever built in the UK’ highlighting the mammoth effort volunteer knitters make every year.

Influencers and 100 crafty attendees, stitched together 545 blankets (which were later donated to local charities), to create a hat weighing in at 817 kilos and measuring an impressive 23ft tall.

Four live TV news crews attended, 28 broadcast pieces, 13 national print titles and over 200 regionals covering the story, resulting in a sales uplift meaning the little hatted bottles flew out the door.