The pandemic has accelerated people's sense of belonging, with 50% now saying they have a stronger emotional connection to their local community (Posterscope, 2020). This is driving customers to take a stand on local issues, wanting to engage with brands who are focused on making a difference in society.
With the issue of food poverty being discussed nationally in the UK right now, brands and supermarkets are partnering with charities to provide food and emotional support to help the local communities they operate in.
Co-op and Pret A Manger are partnering with Deliveroo to deliver surplus food to charities Felix Project and FareShare. The charities will then redistribute the food to local charities, food banks and vulnerable families. This new partnership not only aims to tackle food poverty but reduce food waste.
John Lewis and Waitrose are launching an appeal to raise £5 million for FareShare and Home-Start as part of their Christmas campaign. Customers will be encouraged to donate to both charities in different ways e.g. through purchasing exclusive products or activating a donation through using their loyalty cards.
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Co-op and Pret A Manger are partnering with Deliveroo to deliver surplus food to charities and food banks
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We’re beyond proud to announce that our brand experience creative idea, the ‘Little Reset Brewing Co.’ is amongst the brilliant winners of The Great Reset – a creative industry movement led by the Purpose Disruptors to embed the positive environmental shifts that have happened during lockdown.
Image courtesy of Deliveroo