Sainsbury’s to support Comic Relief fundraising appeal to protect most vulnerable

Sainsbury’s has pledged its support to a new joint appeal to raise money for people of all ages and backgrounds across the UK who are likely to be severely affected as a result of Covid-19.

The supermarket, which has raised over £130million during its partnership with Comic Relief, will be matching donations given by customers as part of its ongoing mission to feed the nation and support the communities it serves – with funds raised split evenly between Comic Relief and BBC Children in Need.

By matching the total money raised, donations will go twice as far to help people and local communities who need support the most. This funding will not only provide vital emergency support to ensure vulnerable people are safe, warm and fed, but will keep them connected in order to combat isolation and loneliness.

Customers will be able to donate at tills in-store by rounding up their bill to £1, £5, £10 or £15 on manned checkouts or by adding £1, £2, £5 or £10 donations to their basket on self-service checkouts. Those shopping for groceries online or on our Habitat site can donate by adding a donation of £1, £2, £5 or £10 to their online delivery basket before checking out. Alternatively, customers can donate online at and by following the links to ‘The Big Night In’ or by giving their Nectar card points to the value of £2.50, £5 or £10. 

The partnership campaign is an effort to boost fundraising for these crucial charities at a time when traditional fundraising efforts, such as providing collection buckets, are at odds with social distancing. The donation options offered aim to keep customers and colleagues safe, whilst making it as easy as possible to donate.

As a temporary measure, Sainsbury’s is also stocking The Big Issue magazine to continue providing homeless and vulnerably housed people across the UK with an income. Vendors have been asked to stop selling on the street in the wake of the COVID-19 crisis, so Sainsbury’s has become the first major retailer to stock the magazine online and in-store to help maximise sales.

Mike Coupe, chief executive officer at Sainsbury’s, said:“We’re proud to be working with Comic Relief in an effort to help those in need – it is more important than ever to be supporting charities and the crucial work that they do to help the most vulnerable in society.

“We have seen countless humbling examples of our colleagues going above and beyond to support our most vulnerable customers, and as a business we are moving to implement initiatives such as stocking The Big Issue magazine to help vendors who are unable to sell on streets across the UK.

“Over the years, Sainsbury’s and Comic Relief have helped fund projects that are saving and changing lives. We want to continue to give customers the chance to make a donation in this difficult time both online and in-store, and we’re proud to pledge to match their generosity pound for pound.”

As part of the appeal, on Thursday 23rd April 7-10pm BBC One will broadcast the ‘The Big Night In’ as the UK stays at home during lockdown. BBC Children in Need and Comic Relief will join forces for the very first time with a live star-studded show to help raise funds.

‘The Big Night In’ will unite the nation with an evening of incredible entertainment and stories of those going the extra mile to support their communities in these troubled times.

The money raised by Sainsbury’s and ‘The Big Night In’ will be split equally between Comic Relief and BBC Children in Need to support vital local charities and projects in the UK, which are providing urgent and essential help to people most in need.

Ruth Davison, chief executive at Comic Relief, said: “We are incredibly grateful to Sainsbury’s customers and colleagues. Thank you to all the people making heroic efforts to keep shelves stacked and food on our tables at this difficult time. And for the customers who give generously even though money is tight.  

“With the help of matched giving from Sainsbury’s, we will be able to achieve so much more, not only keeping vulnerable people safe, warm and fed, but also helping people who are struggling with their mental health and those at risk of domestic abuse.”

To learn more about Sainsbury’s partnership with Comic Relief and BBC Children in Need, and to keep up to date on the latest Covid-19 measures, please visit