Lidl is aiming to raise £250,000 for the NSPCC in January by donating 10p from the sale of every pack from its special range of fruit and vegetables for children.
The promotion, running on all Oaklands Fun Size products, is part of the supermarket’s commitment to raise £3 million over three years for the children’s charity’s school service.
As part of the campaign, Lidl and the NSPCC invited children across the country to design characters for the packaging of the Oaklands Fun Size snack tomatoes and cucumbers.
A shortlist of entries was then put to a national vote on Lidl’s social media channels.
The winner of the new design for snack tomatoes was eight-year-old Alana O’Neill from Bridgwater, Somerset with her character Tawny Tomatowl.
Speaking in Taunton, where her character was put on display on a billboard at a local Lidl store, Alana said:
“I’m really excited that my character is going to be on packs of snack tomatoes in all Lidl stores across the country. It was great seeing Tawny Tomatowl on a big billboard!”
Next month it will be nine-year-old Joe from Swindon’s turn after winning the competition to create the new design for snack cucumbers with his character Cucumbear.
Lidl has been working with the NSPCC for more than a year and has already raised in excess of a million pounds for the charity’s ‘Speak out. Stay safe’ service, which aims to give a generation of children the knowledge they need to stay safe from abuse and neglect.
Steve Nutt, senior marketing manager at the NSPCC, said: “We are really impressed by both Lidl’s commitment to raise money for us and their efforts to involve children in their charitable campaigns and promotions.
“It will be great to see the characters created by Joe and Alana appearing on packs of Lidl snack tomatoes and cucumbers and we would urge shoppers to support our fight for every childhood by buying Oaklands Fun Size products in January.”
Daniela Tulip, senior CSR consultant at Lidl said: “We’re very proud to be supporting the NSPCC through the sale of our Oaklands Fun Size fruit and veg this January. We’re committed to promoting healthy eating and we hope that these fun new characters will make our Oaklands Fun Size range even more appealing to our younger customers.”