# Sainsbury's runs second Million Meals Appeal with FareShare

- Link: https://fundraising.co.uk/2012/10/03/sainsbury039s-runs-second-million-meals-appeal-fareshare/
- Published: 2012-10-03T11:15:16+01:00
- Author: Howard Lake

**Supermarket Sainsbury’s is running its second annual Million Meal Appeal this 
weekend in partnership with FareShare. It aims to persuade shoppers to donate over
one million meals over the two days to feed some of the most vulnerable people in
society.**

The in-store event will invite the supermarket’s shoppers to buy and donate shopping
list staples, such as tinned food, tea, instant coffee, pasta sauce, dried pasta
and rice.

In addition to helping collect and distribute the food, Sainsbury’s will match the
meals donated by customers.

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Participants will then receive a thank you card that incorporates a link to an [online video on the Fareshare website](http://www.fareshare.org.uk/thankyou)
to see where their donation goes.

On Sainsbury’s website customers will be able to make a £1 donation to FareShare
at the checkout until the 9 October. FareShare says that each £1 will provide four
square meals to organisations including homeless shelters and breakfast clubs for
vulnerable children.

INITIALS Marketing has developed and implemented all the campaign creative across
instore and digital platforms.

The first 1 Million Meal Appeal campaign in 2011 became the UK’s largest public 
food drive and won the Best Single Project Award at the 2012 Business Charity Awards.
This year the campaign is called the Million Meal Appeal.

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