Unilever is to launch 20 limited-edition packs across some of its leading food brands in support of food bank charity The Trussell Trust.
In an exclusive activation with Tesco from tomorrow (15 November), 5p from every purchase of selected Hellmann’s, Knorr and Colman’s products will go towards a £200,000 donation to help fight food poverty ahead of Christmas.
Packaging of 20 Unilever lines will feature The Trussell Trust logo and the mission statement ‘Help Fight UK Hunger’. Supporting activity across social, digital, print, out of home and in-store will raise awareness of food poverty in the UK and ways shoppers can support The Trussell Trust in tackling the issue.
The charity works with local communities to support its network of 428 food banks across the UK. In the year to 31 March it handed out 1.2 million emergency food parcels – almost 437,000 of which were to children.
Its partnership with Unilever and Tesco would “raise awareness of a vitally important national issue” said Sebastian Munden, executive vice president and general manager at Unilever UK & Ireland. “It also supports our Sustainable Living Plan, where we are actively working to address food waste and hunger.”
Mark Ward, interim CEO of The Trussell Trust, added that the initiative would work “not only to stop people going hungry during a crisis, but also to offer people the tools to find long-term solutions to prevent such a crisis having the same impact in the future”.
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