Sainsbury's bidding to raise £8m for most in need this Christmas

As UK poverty rises in the UK, Sainsbury’s is bringing back its ‘Help Brighten A Million Christmases’ initiative, with each donation offset by the supermarket penny for a penny up to a value of £ 4 million.

Aiming to raise more than £ 8 million in total, the campaign builds on Sainsbury’s year-round work with its charity partners to provide vital support to those who need it most in the run-up to the holiday season.

The initiative invites customers to donate food, money and nectar points in-store and online to make Christmas a special time for everyone.

Together with the help of Sainsbury’s customers, ‘Help Brighten a Million Christmases’ can help feed up to 32 million people this Christmas, with all proceeds going to charities, including hundreds of community groups and charities, Comic Relief and FareShare.

From December 14-24, Sainsbury’s will work closely with its networks to ensure that funds raised reach its local partners on time to feed communities for Christmas.

In addition to the £ 8 million goal, Sainsbury’s has also pledged an additional £ 1 million to support local charities and charities. While most of the money raised will help feed the country, some of this additional funding will go to a number of charity partners who support families struggling financially to buy Christmas presents for their children as well.



With the UK seeing an explosion in demand for charity food parcels, there has never been a more important time to support the most vulnerable members of society. The number of meals FareShare provides each week has doubled from 1 million in December 2019 to 2 million now. Just £ 1 donated could be the equivalent of four hot meals for an elderly person in isolation this Christmas – eight meals once rivaled by Sainsbury’s. A £ 2 donation could provide two families of four with a festive meal to enjoy on December 25th – four families ever.

‘Help Brighten a Million Christmases’ will run from December 1-14, 2020. Customers can choose to donate physical products at donation points at over 1,200 Sainsbury’s stores in the UK, or to donate money at cashiers, via SmartShop or at the online shopping.

Customers can also choose to donate their Nectar points to Comic Relief online through the Nectar app or website. Every 500 points earned equals £ 2.50, so just 2,000 points will raise £ 10.

Simon Roberts, CEO of Sainsbury’s, said: “This year has presented unexpected challenges for many of our colleagues and customers and we are committed to helping feed the country and ensure that no family goes hungry during the holiday season. are proud to work with our food donation partners year-round to provide vital support to the communities we serve, but they need our help now more than ever.

“We invite our customers and colleagues to give what they can and we will double all donations, doubling the value of every customer contribution. We are donating £ 5 million to support thousands of charities, providing millions of meals, as we strive to cheer up a million Christmas days. “

Graeme Robbie, FareShare Manager, Community Food Initiatives North East, said, “This commitment from Sainsbury’s to support local charities and their communities comes as such good news in the run-up to Christmas. Knowing that this extra support is on the way will really brighten up the Christmas season and help charities and community groups plan their support ahead of time ”.

Help Brighten a Million Christmases is just one of the ways Sainsbury’s supports local communities. The retailer has partnered with FareShare since it co-founded the organization in 1994 and has helped provide more than 12 million meals during that time.

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