Local Businesses Unite To Support 2025 Digg Deep For Kids Christmas Appeal
20th Nov 2025
Local businesses across Northern Ireland are being urged to come together to support the 2025 Digg Deep for Kids Christmas Appeal, launched at Waterman House in Belfast. The campaign is calling on the public and companies alike to help families facing poverty and hardship this winter.
Now in its sixth year, the grassroots initiative, founded in 2019 by County Tyrone businesswoman and mother-of-three Caroline O’Neill, has already raised almost £750,000, providing vital assistance to vulnerable families and local charities.
This year’s appeal supports key organisations that protect children and families, including Women’s Aid, Cash for Kids, the Simon Community, and Little Heroes. Donations go directly towards essentials such as heating, food, and Christmas gifts for children who might otherwise go without. Funds also help purchase vital equipment for the Royal Victoria Hospital for Sick Children through Little Heroes.
Caroline O’Neill said “I’m incredibly proud to launch the 2025 Christmas Appeal and to see so many businesses come together once again to make a real difference. From independent retailers to large local companies, the support we receive each year is phenomenal. With every business that donates prizes, funds or resources, we can reach more families than ever before. Digg Deep for Kids is built on collaboration and community spirit – every contribution, no matter the size, directly helps children and families across Northern Ireland.”
Waterman House and Cookery School, one of Belfast’s leading hospitality venues, is supporting this year’s campaign launch. Its owner, chef and restaurateur Niall McKenna, continues his role as ambassador for the appeal. He said, “As someone who’s been fortunate to build a business within this community, I believe it’s important to give back and support those who need it most. Digg Deep for Kids brings together people and businesses from every corner of Northern Ireland with one shared goal, to make life a little easier for families who are struggling. It’s inspiring to see what can be achieved when local communities work together.”
This year, McKinney Competitions is partnering with Digg Deep for Kids to raffle a motorhome, with 100% of profits going directly to the appeal. Additional prizes donated by supporting businesses will also be hosted on McKinney’s platform, maximising fundraising through their marketing reach and customer base.
As part of the 2025 campaign, Digg Deep for Kids will broadcast a special episode of the Digg Podcast, featuring Julie Ann Walkden, a survivor of domestic violence who received support from Women’s Aid. She will share her personal journey and highlight the life-changing impact of these vital services.
Businesses across Northern Ireland are encouraged to register as drop-off points for gifts or donate prizes for the raffle. Full details are available at www.diggdeepforkids.com.
The 2025 Digg Deep for Kids Fundraising and Raffle officially launches on 23 November, with raffle tickets available via https://mckinneycompetitions.com.
For updates and ways to get involved, follow @diggdeepforkids on social media
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