British potato supplier Albert Bartlett managed to raise £182,000 for Sport Relief following a six-week campaign.
The company pledged to donate 5p for every promotional bag of Rooster potatoes sold, and created a number of sporting initiatives to encourage its consumers and staff to get involved with fundraising.
Michelin star chef Michel Roux jr, champion jockey AP McCoy TV heathy eating cook Sally Bee, Olympian Glen Smith and ITV fitness guru Maxine Jones all backed the campaign in a series of adverts.
As the promotion enters its final week, their head of marketing, Michael Jarvis said: “It’s a part of what we are about, from our view it fits well with product, potatoes are great source of sustained energy which is released over a long period of time.
“It’s for a great cause and we’re really pleased with how much we raised.”