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Sainsbury’s wins Business Charity Award for 1 Million Meal Appeal with INITIALS

Sainsbury’s has won the Best ‘Single Project’ Award for its work with FareShare at the Business Charity Awards. The ‘1 Million Meal Appeal’ campaign was developed with INITIALS Marketing.

Sainsbury’s has a long-standing partnership with FareShare, a food donation charity, and wanted to celebrate this partnership as well as giving their customers a route to become engaged and involved. Working with the retailer and charity, INITIALS Marketing was tasked to develop the initiative’s creative identity – the ‘Meal Appeal’.

For the food drive, Sainsbury’s customers were encouraged to purchase and donate items from a set shopping list of staple goods, with an aim to collect enough food to contribute to 1 million meals to feed some of the most vulnerable people in society. Response to the initiative was overwhelming, and together with Sainsbury’s pledge to match customers’ donations, a total of 1.2 million meals were donated to FareShare in just one day. That’s enough to feed a sold-out London Olympic stadium 15 times!

Andy White, head of community affairs at Sainsbury’s, said: “It’s a fantastic result for what is a brilliant initiative. The beauty of it is its simplicity, the mechanic was straight forward, and everyone could see how it would benefit those most in need. We have a fantastic partnership with FareShare, and we’re really pleased that it’s been recognised with this award.”

Lucy Savage, director at INITIALS Marketing, said: “Against some tough competition it was great to be recognised. We knew that to have cut through with customers and colleagues we needed to develop a simple idea, but one that would have high impact.

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