Sainsbury's rolls-out second national Million Meal Appeal campaign with INITIALS Marketing
Sainsbury’s is once again embarking on its national Million Meal Appeal campaign with in-store events this weekend encouraging shoppers to buy and donate shopping list staples.
Now in its second year the Million Meal Appeal aims to collect over one million meals to feed some of the most vulnerable people in society. In addition to helping collect and distribute the food, Sainsbury’s will match the meals donated by customers during the two-day event. Participants in the food-drive will receive a thank you card that incorporates a link to an online video on charity partner Fareshare’s website which shows where the donations have went.
Online Sainsbury’s customers can make a £1 donation to Fareshare at the checkout until Tuesday 9 October. For every £1 donation the charity can provide four square meals to organisations including homeless shelters and breakfast clubs for kids.
Sainsbury’s worked with INITIALS Marketing for the development and implementation of the campaigns creative across in-store and digital platforms.
Head of community affairs at Sainsbury’s, Andy White, commented: “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, added: “Strategically, the Million Meal Appeal is right in the heartland of Sainsbury’s commitment to CSR… 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.”
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