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Sainsbury’s celebrates 20 years supporting The Royal British Legion by doing more than ever to raise funds during this year’s Poppy Appeal

LONDON, 2014-11-3— /EPR Retail News/ — Sainsbury’s is celebrating 20 years supporting The Royal British Legion by doing more than ever to raise funds during this year’s Poppy Appeal. The retailer hopes to raise more than ever by increasing its support across merchandise, in-store donation, and for the first time ever, a TV advert with striking animations to drive donations and raise awareness of the national cause.

  • First TV advert to support The Royal British Legion showcasing Sainsbury’s exclusive merchandise and unique Poppy Recycling
  • Retailer aims to make more than ever for the charity
  • Sainsbury’s is amongst longest standing partners of The Royal British Legion

Customers can support The Royal British Legion in various ways through Sainsbury’s from donating to a poppy collector, buying exclusive merchandise – including a tote bag by British designer Amanda Wakeley, rounding up their shopping bill at the till or making a £1 donation through online shopping.

To further support The Royal British Legion and the iconic poppy pin, Sainsbury’s is the only place offering poppy recycling after Armistice Day. Launched last year, the scheme enables the charity to save vital funds by reusing or recycling the poppies donated.

Funds donated by Sainsbury’s customers and colleagues from last year alone amounted to over £4.5m and were used to support vital services provided to ex-service personnel and their families by The Royal British Legion, such as its Breaks Service, which provides adventure breaks for children and teenagers who can often feel isolated or to enabling a bereaved family to spend some time together.

Sarah Ellis, Head of CR&S at Sainsbury’s, said: “We are always delighted to welcome poppy collectors into our stores and this year customers and colleagues are more involved than ever. Whether you choose to wear a poppy, round up your bill or buy an Amanda Wakeley tote bag you’ll know it all goes to help a great cause which is particularly pertinent during the centenary of First World War.”

Charles Byrne, Head of Fundraising at The Royal British Legion, said: “Sainsbury’s has been a corporate partner of the Legion for over 20 years, and this support has helped us provide vital care to the British Armed Forces past and present, and their loved ones. We’re thrilled with the high level of support from Sainsbury’s this year and are extremely grateful for our growing relationship.

Notes to Editors

All profits from the exclusive range of poppy products on sale will be donated to The Royal British Legion. This will include two jute bags designed by British fashion designer, Amanda Wakeley, sold exclusively at Sainsbury’s.

Customers will also be able to ‘round up’ their bill at checkout to the nearest pound and donate the difference to The Royal British Legion.

EPR Retail News