Another reason to support the Co-op!

The Co-op has pulled its planned Easter television advertising campaign, instead donating the airtime to the national food redistribution charity FareShare.

The £2.5m campaign was originally planned to promote its chocolate Easter eggs, but in the wake of coronavirus, the retailer has turned over the airtime to promote “local heroes” and encourage people to support food banks.

Shoppers can either donate in store or via a text to a dedicated number, both of which will boost the £1.5m of food Co-op has already pledged to FareShare. Jo Whitfield, retail chief executive of the Co-op, said:

In these times of national crisis, food banks are a lifeline for those who rely on the donations to feed their families. Demand for food bank 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.

Lindsay Boswell, chief executive of 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.