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By John McCarthy | Opinion editor

October 31, 2014 | 2 min read

Sainsbury’s has launched an ad showing the retailer’s focus on fundraising for the Royal British Legion’s poppy appeal.

The ad, which celebrates 20 years of the supermarket supporting the charity, informs consumers they can purchase and recycle poppies, make in-store donations and buy exclusive poppy merchandise - including a tote bag by British designer Amanda Wakeley.

The retailer will hope to top the £4.5m raised for the charity in 2013 with the drive.

Sarah Ellis, head of corporate responsibility and society, said: “We are always delighted to welcome poppy collectors into our stores and this year customers and colleagues are more involved than ever.

“Whether you choose to wear a poppy, round up your bill or buy an Amanda Wakeley tote bag you’ll know it all goes to help a great cause which is particularly pertinent during the centenary of First World War.”

Charles Byrne, head of fundraising at the Royal British Legion, said: “Sainsbury’s has been a corporate partner of the Legion for over 20 years, and this support has helped us provide vital care to the British Armed Forces past and present, and their loved ones.

“We’re thrilled with the high level of support from Sainsbury’s this year and are extremely grateful for our growing relationship.”

Earlier this month, Sainsbury's launched the Spooky Speaker app, designed to let children sound like their favourite monsters in the run-up to Halloween.

Sainsbury's The Royal British Legion Poppy Appeal

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