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Co-op highlights food poverty in new campaign


The Co-op has unveiled a multimillion pound fund to support food charities across the country.

It’s part of a campaign to highlight the plight of a reported 3m children and 8m adults experiencing food insecurity since coronavirus lockdown.

Created by its agency, Lucky Generals, the campaign will run across television, print, digital and point of sale. It will tell the story of the growing number of UK families where having a meal in the evening “is not a given.”

“It’s heartbreaking to think of people, especially children, going hungry in the UK and we are determined to do everything we can to support those who are most vulnerable in the communities we serve. Along with our customers and members, we have donated millions of pounds and provided emergency food support to enable five million meals to be shared, but much more is needed,” said Alison Jones, Customer Director, Co-op.

“Local food charities are often a lifeline for those who rely on their help to feed their families and demand for their services has seen a huge increase since the pandemic started. The funds raised by Co-op’s 20p donation for every sausage roll, scotch egg and chicken wing we sell, will be managed through the National Emergencies Trust, making sure it gets directly to grassroots food charities, where it can do the most good, helping to create a sustainable solution to food insecurity.”

John Herriman, CEO of the National Emergencies Trust, added:

“By distributing funds as swiftly as possible to thousands of grassroots charities and groups, the National Emergency Trust’s aim is to lessen the blow to communities who are still struggling to cope. Since March, we’ve allocated more than £61million to support more than 8000 local organisations best placed to help those in need.

“As the Government schemes that have proved a lifeline for so many start to draw to a close, the need within communities will inevitably continue. Funds raised this Summer through our partnership with Co-op will enable us to continue to respond to those continuing urgent needs on the ground, whatever they are and wherever they may be.”

The media agency was Dentsu Aegis Network.

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