Spreading Festive Cheer Across the UK
Sainsbury’s has introduced a compassionate campaign this December, teaming up with Comic Relief to aid families facing food insecurity. The campaign promises that every penny from the sale of its By Sainsbury’s and Free From classic mince pies will be donated to Comic Relief, with an aim to provide over five million meals this winter.
The highlight of the campaign is the unveiling of ‘Magical Mince Pie Windows’ in four major UK cities: London, Birmingham, Newcastle, and Manchester. These windows, inspired by Florence’s ancient wine windows, bring a unique blend of festive spirit and generosity to the streets. Visitors can enjoy free mince pies and warm spiced tea, with an option to donate £1 to Comic Relief.
Shirley Ballas Leads London Launch
The London launch saw Comic Relief supporter Shirley Ballas surprising passers-by with complimentary mince pies and tea. The initiative kicked off with an estimated 12,000 treats being distributed across the four cities over two days. Visitors were encouraged to make donations, combining indulgence with a purpose.
Shirley Ballas shared her enthusiasm, stating, “This festive season, it’s wonderful to see generosity and community coming together. These magical windows offer not just a treat, but a chance to make a real difference.”
Brits’ Love for Mince Pies Revealed
Sainsbury’s conducted a poll highlighting the nation’s preferences for enjoying mince pies. Results revealed that:
- 40% prefer to nibble their pies.
- 51% eat theirs without toppings, while others enjoy accompaniments like cream (61%), ice cream (32%), or brandy butter (27%).
- A quirky 5% dissect the pies, eating the filling and pastry separately.
On average, Brits consume five mince pies during the festive season, with 70% opting for ready-made versions. This shows the enduring popularity of this festive treat and the connection it holds to the Christmas season.
Making Giving Easier This Christmas
Ruth Cranston, Director of Corporate Responsibility & Sustainability at Sainsbury’s, explained: “Our customers love the chance to give back, and this Christmas we’re making it easier than ever. Every pack of mince pies purchased will support those in need, and our windows offer a festive way to contribute.”
The campaign extends beyond mince pies:
- 10p from every festive sandwich will be donated to Comic Relief.
- An additional £200,000 will come from profits of Sainsbury’s Nourish the Nation Christmas gifts and decorations.
These contributions will benefit charities like FareShare, The Felix Project, The Trussell Trust, City Harvest, and HIS Church. These organisations play a crucial role in addressing food poverty and reducing food waste across the UK.
Comic Relief’s Call for Generosity
Samir Patel, CEO of Comic Relief, expressed gratitude: “As the cost-of-living crisis deepens, your generosity helps families afford the essentials. Each contribution offers hope and essential nourishment to individuals and families in need.
The funds raised will go directly towards supporting families this winter, ensuring that the festive season is a time of warmth, joy, and community.
Join the Movement
Customers can support the campaign by:
- Purchasing mince pies or festive sandwiches from Sainsbury’s stores.
- Donating at tills, online, or via Nectar points.
- Contributing grocery items to donation points in-store.
Through the Nourish the Nation programme, Sainsbury’s aims to provide meals and tackle food poverty. Building on their recent £2.7 million donation, this initiative ensures the festive season is brighter for struggling families.