Procter & Gamble is working with Make-A-Wish foundation - a charity that turns the wishes of children with life-threatening illnesses into reality - to raise £100,000.
Fairy Liquid will encourage consumers to take part in a Fairy ‘Dishes for Wishes’ Christmas one-mile walk on December 27 in London, Birmingham, Edinburgh, Belfast and Dublin.
For every registration, Fairy will donate 50p and another 50p once the walk is completed to a maximum of 100,000 walkers. It will also support the initiative with a £1.5m marketing spend, including TV advertising.