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.
