The fundraising partnership was launched with a charity chicken run around the capital, which was led by BCM's ambassador and poultry farmer's daughter, Sally Gunnell.

Former Olympic athlete, Sally, fronted the event leading her clutch of giant chickens around the 5km course from Trafalgar Square, across Westminster and Waterloo to Charing Cross and Covent Garden raising sponsorship for the BHF.

Douglas Rouse, Head of Corporate Partnerships at the British Heart Foundation, said: "The BHF is really excited to be working with British Chicken Marketing. The new fundraising partnership will help raise vital funds for BHF Heart Nurses, who offer care, support and information to both heart patients and their families in their own homes."

BCM plans to raise funds via a number of mechanics including on-pack offers, online promotions as well as employee initiatives such as sponsored runs and "Wear Red" days. The first major on-pack initiative will hit selected supermarket shelves in June in support of the BHF's 'Help a Heart campaign' - when special packs of skinless British chicken breasts will carry a 5p donation to the cause.

"Now when you buy British chicken with the Red Tractor logo, as well as enjoying a low fat, nutritious food fresh from British farms, you'll also be supporting the British Heart Foundation," explains mother-of-three Sally Gunnell.