Supermarket chain Sainsbury’s is resuming its annual ‘Help Brighten a Million Christmases’ initiative, with every customer donation being matched up to the value of £1.5 million.
With the aim of raising a total of over £3 million, the campaign builds on Sainsbury’s year-round work with its charitable partners to provide vital support to those who need it most over the festive period.
Every £1 customer donation provides the equivalent of two hot meals, so once matched by Sainsbury’s, each £1 donated could help feed four people in need. Once matched by Sainsbury’s, the generosity of customers could have a huge impact with the potential to help feed up to 12 million families this Christmas.
Shoppers can donate physical products in stores across the UK, or donate money at checkout points and when shopping online at Sainsbury’s and Argos.
To ensure those who need it most receive food, this year Sainsbury’s is working with FareShare and other charity partners across the UK to distribute donations.
Lindsay Boswell, chief executive at FareShare, said: “FareShare is very grateful for the enormous support we receive from Sainsbury’s and are delighted to partner on Help Brighten a Million Christmases.
"Sainsbury’s customers showed great generosity last Christmas and throughout the year, donating the equivalent of 1,598,000 meals to FareShare through the Groceries Online campaign. As we head into winter, we know our charities are needing more support than ever to provide for people in our communities”.
Mark Given, chief marketing officer at Sainsbury’s, added: “We know that this Christmas may be challenging for people across the UK, which is why we’re doing all that we can to help those in need.
"We’re proud of all the work we’ve done to support vulnerable communities over the last year and we’re determined to make sure we brighten millions of Christmases this festive season.
"Each year we’re overwhelmed with our customers’ generosity not only at Christmas but throughout the whole year and we hope that by working together, our donations can really make a difference to others this December.”
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