Unilever has partnered with Co-op and FareShare to donate a range of products across its homecare, personal care and food portfolios to support local communities amidst the rising cost of living in the UK. From 14th June to 11th July, Unilever will donate one product to FareShare for every two selected Unilever products purchased from Co-op, in-store and online.
FareShare’s mission is to fight hunger and get good food to people using its network of food redistributors. However, the current climate means that the problem is much bigger than access to food. Many people across the UK do not have access to basic personal care and household items, so Unilever’s partnership will include donations across all three sectors, distributed to local communities through FareShare’s network.
The campaign will come to life across various touchpoints including in-store and online activity for customers. To increase awareness of the donation campaign in Co-op stores across the UK, gondola ends will feature in 340+ stores, displaying the homecare and personal care products included, such as Dove, Comfort, Sure, Simple and Persil. A further 60 gondola ends will include Unilever food products, such as Pot Noodle and Hellmann’s, as part of the donation scheme. These will be supported with additional POS and campaign materials in-store – such as floor stickers, bookend pennants, OOS banners, bollard covers and kiosk screens, to further drive awareness of the campaign. The striking visual used in-store includes the partnership’s donation scheme tagline ‘Buy any 2, we donate 1 to FareShare’, alongside logos of the brands included in the campaign to increase awareness and encourage shoppers to make a purchase.
When it comes to online support, the campaign will include a custom brand page on the Co-op website, homepage banners, promotions on Facebook, as well as awareness in Deliveroo’s Top Deals section. Additionally, Co-op’s member pioneers and the local causes that Co-op supports will help to communicate the new donation scheme.
Andre Burger, General Manager Foods UK&I, Unilever, said: “To be partnering with Co-op and FareShare on this significant campaign is really important to us, so that we can help the most vulnerable in local communities across the UK. Our product donations, combined with FareShare’s re-distribution network and Co-op’s in-store activation, will make a real difference and ensure that more people have access to essential food, personal care and household items.”
Sinead Bell, Commercial Director at Co-op, said: “Co-op is proud to have worked in partnership with FareShare for the past 10 years to help increase access to food for those who need it the most. Our new initiative with Unilever is another fantastic example of co-operation in best practice, bringing brands and businesses together with a shared goal to create a fairer world.”
Shabnam Amini, Director of Fundraising at FareShare said: “The cost of living crisis has had a devastating impact on people already struggling to make ends meet. This means that many people are faced with the impossible decision of choosing whether to choose between food and hygiene products. In the ten years we’ve been working with Co-op they understand how much further their surplus food can go through our network of 8,500 charities across the UK, and we’re incredibly grateful that they are also providing us with personal care products to help people who need it most, so that they don’t have to choose between these essential items.”
The campaign will run over a four-week period, from 14th June to 11th July, and includes selected products from Unilever’s brands such as Dove, Pot Noodle, Comfort, Sure, Simple, Persil, Radox and Hellmann’s.