COVID-19: FareShare, Co-op create new charity TV ad to boost donation scheme to feed the nation

COVID-19: FareShare, Co-op create new charity TV ad to boost donation scheme to feed the nation

Co-op donates Easter TV advertising campaign airtime worth £2.5 million to fight hunger by promoting the work of charity FareShare

MANCHESTER, 9-Apr-2020 — /EuropaWire/ — Today (Thursday 9th April) Co-op has announced a major multi-million-pound boost to feed the nation during the ongoing Covid-19 crisis. The convenience retailer has pulled its Easter TV advertising campaign, which was originally promoting its chocolate eggs, and donated the airtime – worth £2.5 million – to fight hunger by promoting the work of charity FareShare.

In partnership with FareShare, Co-op has created a new charity TV ad which is a tribute to the local heroes who are playing their part in feeding the nation during the Coronavirus crisis. The advert launches the new scheme which helps and encourages customers to support food banks by either donating in-store or via a text to a dedicated number, both of which will boost the £1.5million of food Co-op has already pledged to FareShare.

Jo Whitfield, Retail CEO, Co-op said: “In these times of national crisis, foodbanks are a lifeline for those who rely on the donations to feed their families. Demand for foodbank services has already gone up in the past couple of weeks, and this is only set to grow as the number of people who unexpectedly find themselves without a regular or reduced income, increases.

“Every day we are seeing outstanding acts of kindness as communities pull together to support those who are struggling, and our amazing Co-op members and customers tell us they want to help to support their communities and do right by those in greatest need. I’m delighted we can make it easy for them to donate what they can to help FareShare and its very own band of local heroes. If we all co-operate together, we can make a huge difference.”

Lindsey Boswell, CEO FareShare said: “As we face up to the coronavirus crisis, we’re determined to do everything we can to continue getting food to those who are most vulnerable. The money raised by generous Co-op customers will enable FareShare to provide emergency food supplies to frontline charities in communities across the UK. We are extremely grateful for Co-op’s support at this incredibly challenging time.”

Donations can be made in two ways:

  • Co-op customers will be offered the option of donating to FareShare at the till point in amounts of either 50p/£1/£2/£5
  • Texting ‘MEALS’ to 70490 which will automatically donate £10 to FareShare.


Additional Information:

Co-op is committed to supporting communities with national food redistribution and has worked in partnership with FareShare since 2013, to redistribute food from its 12 UK depots. Since the partnership began seven years ago, the Co-op has donated almost 6m meals, which includes 1.3m meals last year, which went to those in need.

Co-op’s also started its own national ‘Food Share’ programme in May 2018, where around 1500 local groups benefit from unsold, quality, fresh food nearing its ‘use by’ or ‘best before’ from Co-op’s network of UK stores. So far, food for over 4.6m meals has been donated to local causes and charities.

FareShare – the UK’s largest hunger fighting charity – supports over 11,000 charities and community groups, including food banks. FareShare have 23 regional centres, which supply to a network of local community groups across the country.

FareShare is a registered charity in England and Wales no. 1100051

18+. Texts cost £10 (fixed donation amount) plus standard rate message.

For more information, please contact:

Victoria Simons
07738 621076 /

SOURCE: Co-operative Group Limited


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