Supermarket Sainsbury's is running its second annual Million Meal Appeal this weekend in partnership with FareShare. It aims to persuade shoppers to donate over one million meals over the two days to feed some of the most vulnerable people in society.
The in-store event will invite the supermarket's shoppers to buy and donate shopping list staples, such as tinned food, tea, instant coffee, pasta sauce, dried pasta and rice.
In addition to helping collect and distribute the food, Sainsbury's will match the meals donated by customers.
On Sainsbury's website customers will be able to make a £1 donation to FareShare at the checkout until the 9 October. FareShare says that each £1 will provide four square meals to organisations including homeless shelters and breakfast clubs for vulnerable children.
INITIALS Marketing has developed and implemented all the campaign creative across instore and digital platforms.
The first 1 Million Meal Appeal campaign in 2011 became the UK's largest public food drive and won the Best Single Project Award at the 2012 Business Charity Awards. This year the campaign is called the Million Meal Appeal.