// The Co-op pulls Easter egg TV advertising campaign, worth £2.5m
// It is redirecting the funds and airtime to a new charity TV ad paying tribute to shop floor staff on the frontline
// The new ad is in partnership with food bank charity FareShare
The Co-op has pulled its Easter TV advertising campaign and has donated the airtime to help fight hunger during the current crisis.
The original plan was to advertise its chocolate eggs, but £2.5 million worth of advertising will now promote the work of charity FareShare.
In partnership with FareShare, the Co-op has created a new charity TV ad which is a tribute to the local heroes who are playing their part in feeding the nation.
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The advert launches the new scheme which helps and encourages customers to support food banks by either donating in-store or via a text to a dedicated number, both of which will boost the £1.5 million of food the Co-op has already pledged to FareShare.
“In these times of national crisis, foodbanks are a lifeline for those who rely on the donations to feed their families,” Co-op retail chief executive Jo Whitfield said.
“Demand for food bank services has already gone up in the past couple of weeks, and this is only set to grow as the number of people who unexpectedly find themselves without a regular or reduced income, increases.”
“Every day we are seeing outstanding acts of kindness as communities pull together to support those who are struggling, and our amazing Co-op members and customers tell us they want to help to support their communities and do right by those in greatest need.”
FareShare chief executive Lindsey Boswell said: “As we face up to the coronavirus crisis, we’re determined to do everything we can to continue getting food to those who are most vulnerable.
“The money raised by generous Co-op customers will enable FareShare to provide emergency food supplies to frontline charities in communities across the UK.
“We are extremely grateful for Co-op’s support at this incredibly challenging time.”
Meanwhile, Co-op stores have started stocking and selling The Big Issue to support its vendors who can no longer sell the magazine on the streets in the wake of the coronavirus crisis and strict social distancing measures.
Sales will enable The Big Issue to continue to help vendors lift themselves out of poverty.
Sainsbury’s has also started to stock and sell The Big Issue.
with PA Wires