Sainsbury’s is launching its national Million Meal Appeal campaign to support charity partner FareShare this weekend, with an in-store event developed with Initials Marketing to encourage the supermarket’s shoppers to buy and donate shopping list staples.
The Million Meal Appeal campaign, now in its second year, will aim to collect over one million meals to feed some of the most vulnerable people in society during the course of the two-day event. In addition to helping collect and distribute the food, Sainsbury’s said it will match the meals donated by customers.
Sainsbury’s customers will be asked to donate items from a list of staple goods, including tinned food, tea, instant coffee, pasta sauce, dried pasta and rice. Participants will then receive a thank you card that incorporates a link to an online video on the Fareshare website www.fareshare.org.uk/thankyou, to see where their donation goes.
Online, Sainsbury’s customers will be able to make a £1 donation to FareShare at checkout until the 9 October 2012. For every £1 donated the charity can provide four square meals to organisations including homeless shelters and breakfast clubs for vulnerable kids.
Initials Marketing is developing and implementing all campaign creative across in-store and digital platforms.
The 2012 activity follows last year’s 1 Million Meal Appeal campaign, which became the UK’s largest public food drive and won the Best Single Project Award at the 2012 Business Charity Awards.
Andy White, head of community affairs at Sainsbury’s, said: “Sainsbury’s has a long-standing partnership with FareShare, and the Million Meal Appeal offers Sainsbury’s customers a chance to become engaged and involved. Initials has helped to develop a campaign that is simple and easy to understand, which makes it accessible across all demographics. Everyone can see how their input will benefit those most in need. The campaign was hugely successful last year and we hope this year will be even bigger.”
Lucy Savage, director at Initials Marketing, said: “Strategically, the Million Meal Appeal is right in the heartland of Sainsbury’s commitment to CSR. Last year’s 1 Million Meal Appeal campaign became the UK’s largest single charity food collection from the public. So this year we’ve dropped the ‘1’ in the campaign title because with more stores involved, and the extension of the event from one to two days, we expect to exceed last year’s success. Donating is a small, simple action so everyone can get involved.”