Sainsbury’s pledges to help feed 12 million families this Xmas

Sainsbury’s has pledged to help feed over 12 million families this Christmas, with the return of its annual ‘Help Brighten a Million Christmases’ scheme, effective until 24 December.

‘Help Brighten a Million Christmases’, is a fundraising initiative which sees the retailer work with its customers to donate what they can to help feed families in need over the festive period.

Throughout December, the retailer said it will match customer donations up to the value of £1.5m.

With the aim of raising a total of over £3m, the campaign builds on Sainsbury’s “year-round work” with its “charitable partners” to provide “vital support” to those who need it most.

According to Sainsburys, 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.

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.

Customers can donate physical products in over 1200 Sainsbury’s stores across the UK, or donate money at checkout points in all Sainsbury’s and Argos stores.

Mark Given, chief marketing officer at Sainsbury’s, said: “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.”