UNILEVER PARTNERS WITH ASDA TO HELP COMBAT FOOD INSECURITY

Unilever is teaming up with Asda for a new nationwide bespoke campaign to support BBC Children in Need’s fight against food insecurity. The ‘You buy, we donate’ campaign will be live from 8^th August until 10^th September 2024 in Asda stores nationwide and online and will feature iconic Unilever brands such as Pot Noodle, Hellmann’s, and Radox.

Unilever will donate 10% of each product sale price to BBC Children in Need for each qualifying product purchased at Asda ¹. The campaign aims to drive awareness of the partnership and more importantly raise money for BBC Children in Need to ensure no child goes hungry over the school holidays.

Asda has partnered with BBC Children in Need since 2000 and in that time have raised over £34m to support their vital work. Last year, BBC Children in Need & Asda partnered to launch Fuelling Potential, a campaign to ensure no child is held back by food insecurity. Over the course of three years, the programme seeks to transform the lives of 100,000 children and young people by boosting overall wellbeing and providing access to nutritious meals. To date, the campaign has raised over £3.1 million and has supported 34,000 children and young people all around the UK.

In the next year, this impact will be bolstered further by the Unilever campaign which could raise as much as £600k for the charity.

Today, approximately 2.7 million children are affected by food insecurity in the UK. ¹ More than two thirds of teachers in England are concerned children will experience food insecurity over the summer holidays. ² The Fuelling Potential programme will make sure children experiencing food insecurity have access to nutritious meals, while attending BBC Children in Need funded holiday sessions throughout the UK, aiming to help boost their mental health and physical wellbeing.

The campaign will involve impactful in-store shopper marketing across Asda stores nationwide, which will include many touchpoints throughout store to engage customers, such as gondola end displays, eye-catching point of sale materials in aisles to maximise awareness of the partnership and increase money raised.

Jo Taylor, Customer Director for Asda at Unilever says: “We are delighted to be working with two influential partners in Asda and the iconic BBC Children in Need this year to continue the support for helping to end food poverty for children in the UK. Our ambition is to create positive and lasting change across the UK for the children who need it most.”

Kris Comerford, Chief Commercial Officer at Asda says: “We have been a proud partner of BBC Children in Need for 24 years, and this summer, we are excited to be working in partnership with Unilever to support BBC Children in Need through the ‘You buy, we donate ‘activity. This great initiative across our stores will raise further funds to support the important work of Children in Need tackling food insecurity, in addition to our annual fundraising moment with Children in Need in November.”

Claire Hoyle, Director of Income, Marketing & Communications at BBC Children in Need says: “We are enormously grateful to be celebrating one wonderful and impactful year of Fuelling Potential with our longstanding partner, Asda. In the past year the campaign has succeeded in supporting over 34,000 children and young people across 210 programmes all around the UK. Steaming ahead into our second year, it is brilliant to be working with Unilever on the ‘You buy, we donate’ campaign to extend this impact and ensure no child is held back by food insecurity.”

Source: Unilever

  Asda, Awareness, BBC Children in Need, Campaign, charity, Marketing, partnership, Unilever