Hundreds of yellow packaged products across Morrisons stores nationwide will form part of a £15m push by the supermarket to raise money for end-of-life care.
Morrisons is today launching a campaign to support its partnership with Marie Curie.
A percentage of the sales of products such as Innocent Orange Juice, Pampers Nappies, Soreen Malt Loaf, Fanta Lemon and Fairy Lemon will go towards the Every Pack Gives Back campaign, which will also launch online from 4 August.
The supermarket said that from next week seasonal aisles across the UK will be dedicated to products involved in the campaign.
Morrisons has already raised £2.6m since November when it set the fundraising target to help the charity.
To mark the launch of the new phase of the campaign, one of Morrisons’ Croydon stores has painted one in four supermarket items, including trolleys, café chairs and parking spaces, in daffodil yellow – highlighting that a quarter of people in the UK die without receiving the end-of-life care they need.
“We want to shine a light on the importance of end-of-life care and so turning one in four of our baskets, trolleys, café chairs and even car parking spaces yellow is a simple but powerful way to start a national conversation about something that affects us all,” said David Scott, corporate affairs director at Morrisons.
“In the coming weeks, Morrisons customers can help raise vital money for Marie Curie by buying a promotional Every Pack Gives Back – the brand will then donate a percentage of the sale price to the charity.”
Matthew Reed, CEO at Marie Curie, added: “Far too many people are still dying without the care and support they need. What’s more, we’ve seen demand for our services increase significantly in recent years, with a growing gap between those needing end-of-life care and those who receive it. Through our partnership with Morrisons, we’re aiming to help more local communities and families receive the best end-of-life care possible, whatever the illness, wherever they are.”
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