Co-op unveils a new multi-million-pound fund to support food charities across the UK, as part of a campaign to highlight the plight of the three million children* in poverty and reported eight million adults experiencing food insecurity since coronavirus lockdown**.
The nationwide campaign, created by Lucky Generals, including TV, print adverts, digital content and in-store point of sale, will tell the story of the growing number of UK families where having a meal in the evening is not a given and kids and adults alike go hungry.
The new Co-op advert, which shows children shouting that often heard evening phrase, ‘what’s for tea?,’ highlights that in some households it’s not a matter of what but, if there’s anything for tea.
The convenience retailer’s new campaign commits to a 20p donation every time a customer buys a picnic product in a Co-op store. The monies, which will raise up to £2m will go to the National Emergency Trust (NET) helping to fund local food charities up and down the UK.
The new funding is in addition to the nearly £4M that Co-op, its members and customers have donated to the charity FareShare since Covid19 crisis started, to help those going hungry.
Alison Jones, Customer Director, Co-op said: “It’s heartbreaking to think of people, especially children, going hungry in the UK and we are determined to do everything we can to support those who are most vulnerable in the communities we serve. Along with our customers and members, we have donated millions of pounds and provided emergency food support to enable five million meals to be shared, but much more is needed.”
“Local food charities are often a lifeline for those who rely on their help to feed their families and demand for their services has seen a huge increase since the pandemic started. The funds raised by Co-op’s 20p donation for every sausage roll, scotch egg and chicken wing we sell, will be managed through the National Emergencies Trust, making sure it gets directly to grassroots food charities, where it can do the most good, helping to create a sustainable solution to food insecurity.”
John Herriman, CEO of the National Emergencies Trust, said: “By distributing funds as swiftly as possible to thousands of grassroots charities and groups, the National Emergency Trust’s aim is to lessen the blow to communities who are still struggling to cope. Since March, we’ve allocated more than £61million to support more than 8000 local organisations best placed to help those in need.
“As the Government schemes that have proved a lifeline for so many start to draw to a close, the need within communities will inevitably continue. Funds raised this Summer through our partnership with Co-op will enable us to continue to respond to those continuing urgent needs on the ground, whatever they are and wherever they may be.”
Creative agency: Lucky Generals
Media agency: Dentsu Aegis Network
Production Company Producer: Tom Cartwright
Production Company: Academy
Editor: Ellie Johnson, Tenthree
Grade: Luke Morrison
Sound: Parv Thind, Wave
Source: Lucky Generals