Morrisons has announced a major new initiative to help communities in the run-up to Christmas by promising to deliver more than 30,000 “acts of kindness”.
The activity will include delivering free mince pies to local care homes, donating carrots to local nurseries, giving away flowers in local communities, and giving festive hampers to ‘Covid-19 heroes’ deemed to have played a big part in supporting their local area through the pandemic.
The retailer said its Acts of Community Kindness activity came after research found nearly half of adults reported their wellbeing was being affected by the coronavirus pandemic.
The research by Morrisons revealed 46% of people were feeling more isolated and alone than they normally would.
Meanwhile, 67% said a simple act of kindness could help them feel reconnected with their community and three-quarters (77 %) said it would positively change their outlook for the day.
The initiative kicked off with nearly 100,000 mince pies being delivered to hundreds of care homes across the country.
“Small acts of kindness go a very long way,” said Rebecca Singleton, community director at Morrisons. “They can make our world feel like a kinder, happier and more caring place.
“Our Community Champions are going out into their local communities and spreading some good cheer. It’s the right thing to do in this difficult year when our stores and communities have been pulling together to look after each other.”