WHOOP OF THE WEEK #11 - TESCO
This week’s whoop goes out to Tesco for installing more than 250 new food donation points across the UK.
We believe that brands have to find their place in public dialogue on social media, particularly when it comes to hidden hunger and poverty. However, words without action are meaningless: demonstrating commitment matters more than ever when it comes to attracting and retaining customers.
Tesco’s new initiative has demonstrated this commitment with shoppers now able to donate to Food Banks in the Trussell Trust’s network or those groups supported by FareShare at its stores throughout the country. Customers can drop off donations of long-life food whenever they are in store, with Tesco topping up customer donations by an additional 20% in the form of a cash donation to the charity. The donations will help the charities to support people in their community, with regular donations needed more than ever due to the extra pressure placed on charities by the Covid-19 pandemic.
Emma Revie, chief executive of the Trussell Trust, said:
“Over the last year, we have been truly humbled to see how much people are willing to donate to food banks in our network through supermarket donation points at Tesco. This generosity has never been more vital as increasing numbers of people find themselves struggling to afford the essentials.
Thanks to Tesco’s ongoing support, the installation of new donation points at stores across the UK will allow shoppers to donate food and help people in crisis within their local community all-year-round, while we work in the long term to build a hunger-free future.”
Positioning your company as one that cares about the community in which you operate appeals to your audience; boosting customer acquisition and strengthening the sustainability of your business. Therefore, a purpose-led campaign such as this shows the positive impact of their organisation and can be used to create content that grabs people’s attention.
As a brand, you need to realise that you need to go well beyond just lip-service and do the work on creating an honest social impact.
If you're interested in finding out more about integrating supporting a cause into your social media strategy, please give us a shout and we’ll be happy to go through the finer points with you.
Click Ethical Blog Squad
Telephone: 07972 243 027