At Tonic, we have launched the Pay It Forward campaign as a direct response to October 2020’s parliamentary vote which denied food to children in need during the school holidays. 

It felt like such a juxtaposition to the abundant hospitality scene we know, to think of these children, hungry through no fault of their own, and we simply had to do something about it. 

Between 22 October and 31 December 2020 Tonic personally donated £1385 - no small amount of money for a small agency - but one we're proud to have been able to make. 

Our wonderful friends, family and clients dug deep too, bringing our total raised in 2020 to £2650, of which every penny went to The Trussell Trust.

From 01 January 2021, we will be raising money for Magic Breakfast to support their invaluable work in feeding hungry children across the UK. 

The Tonic Pay It Forward campaign is simple: every single complimentary meal given to or facilitated by Tonic since 22 October 2020 has been matched by donating a meal for someone hungry, and we pledge that it will remain an integral part of this business for as long as we are running. We have huge ambitions for this - we want to raise as much money as possible and to connect the disparate food experiences in London and beyond. 

Just to give you a benchmark, for 34p Magic Breakfast can give a child a healthy breakfast and expert support to their school, opening up hours of crucial lesson time in the morning. That's just £3.40 to feed a child breakfast for 10 days, so that’s the amount we’ll be paying for every booking we make, every meal kit we send out, and every generous meal we receive ourselves. 

Such is the power of our community, and the calibre of people and companies we partner with, that alongside our donations many clients, journalists and friends have been energised by the initiative and joined us too. There are too many to thank personally, but to all of you committed to creating positive change with us, you are wonderful.