The retailer is running the ‘Help Brighten a Million Christmases’ campaign from 1 December to 24 December, in partnership with food charities such as FareShare.
Sainsbury’s is matching every single donation up to £1.5m, with the aim of raising a total of over £3m
“We know that this Christmas may be challenging for people across the UK, which is why we’re doing all that we can to help those in need,” said CMO Mark Given. “We’re proud of all the work we’ve done to support vulnerable communities over the last year and we’re determined to make sure we brighten millions of Christmases this festive season.
“Each year we’re overwhelmed with our customers’ generosity, not only at Christmas but throughout the whole year, and we hope that by working together, our donations can really make a difference to others this December.”
Customers can donate physical products in store or opt to donate money at the checkout points in Sainsbury’s and Argos stores, as well as when online shopping.
Every £1 donation provides two hot meals to those in need over the festive period. Once matched by the supermarket, total donations could help feed up to 12 million families across the UK.
Sainsbury’s is joining forces with charities such as FareShare and Neighbourly to distribute the food donations.
FareShare CEO Lindsay Boswell said the charity network was “very grateful” for the grocer’s support.
“Sainsbury’s customers showed great generosity last Christmas and throughout the year, donating the equivalent of 1,598,000 meals to FareShare through the Groceries Online campaign.
“As we head into winter, we know our charities are needing more support than ever to provide for people in our communities.”
FareShare will be supporting 750,000 children and families in need this Christmas.
According to the Food Foundation’s Food Insecurity Tracking, families with children are almost twice as likely to face hunger this winter.