KellyDeli, the owner of sushi counter franchise Sushi Daily, has launched a campaign to raise money for Action Against Hunger during the pandemic.
This is the second time KellyDeli has teamed up with the charity to support some of the world’s most vulnerable people because tackling hunger and malnutrition has always been at the heart of KellyDeli’s culture and it believes hunger can be cured.
The Instagram campaign #passitwiththechops will begin on World Food Day (16 October) and finish on 30 October.
This latest move in support of Action Against Hunger builds on the partnership which began in March 2020. The first fundraiser saw Sushi Daily launch Forgotten Ends in the UK, a product made of the end pieces of sushi rolls in a bid to reduce food waste and support the charity.
Between March and August this year, sales of Forgotten Ends raised £10,622.80 for Action Against Hunger. A total of 53,114 pots were sold, saving 10,144kg of food waste. These results surpassed all expectations, particularly given the nationwide lockdown.
The new #passitwiththechops campaign will feature influencer videos showing Sushi Daily products being passed with chopsticks. @sushidaily followers are then encouraged to join in the fun and get creative by commenting on the video post with their favourite Sushi Daily product, then tagging a friend they would like to ‘Pass the Sushi’ to.
For every person who joins the challenge and comments, KellyDeli will donate £1 to Action Against Hunger.
One lucky customer will win two months of free Sushi Daily Maki every day.
KellyDeli’s Corporate Responsibility Manager Celine Ricord said: “Action Against Hunger works hard to support the poorest and most vulnerable people around the world. Those living in refugee camps and poor communities already struggle to access food, sanitation and healthcare, but the coronavirus is adding more fuel to the fire. We think it’s important for us to play our role in supporting those that need our help, now more than ever.
“Everybody at KellyDeli is getting involved, including our founder Kelly Choi who will be sharing a video on Sushi Daily’s Instagram showing how to make perfect veggie rolls on a budget with ingredients available from our cupboard and fridge.”
Action Against Hunger’s teams work in nearly 50 countries worldwide to carry out innovative, lifesaving programmes in nutrition, food security, water, sanitation and hygiene. It believes that every child should have access to the basic nutritious food they need to survive, unlock their potential and build their own futures.
Jean-Michel Grand, Executive Director of Action Against Hunger UK, commented: “We are delighted with KellyDeli’s continued support of our charity. As coronavirus tears through some of the world’s most vulnerable communities, we need even more support to continue our life-saving work.”