For the next month staff at supermarket Tesco are asking shoppers to round up their payment at the till with a few extra pennies as a donation for Diabetes UK and the British Heart Foundation.
The rounding-up option, which has been offered by other charities such as Sainsbury’s for Red Nose Day, neatly complements the supermarket’s strapline of “every little counts”.
The Great Tesco Walk
Tesco has introduced the option as a way to enable shoppers to support The Great Tesco Walk.
The walk will see thousands of Tesco staff join together to walk in relay between 5 September and 5 October, with the aim of adding to the £21 million already raised since Tesco’s current charity partnership began in 2015.
The donation ask is being made at all tills, and at self-service tills, until 5 October, the end of the walk.
The round-up campaign follows recent criticism of Tesco’s retention of £3.4 million to administer the £31.9 million raised by the supermarket’s plastic bag levy donation scheme. Tesco has recently confirmed it is scrapping its 5p per bag charge and offering 10p bags for life instead.
Fiona Cincotta, a senior market analyst at City Index, said of the rounding-up campaign: “This technique is a great way for customers to be able to donate to charity in an affordable way. It’s a great way to reinforce Tesco’s brand message of “every penny counts” and that’s exactly what charities need. This is another great follow on from their plastic bag policy which is to benefit local community projects. Tesco are really upping their CSR with this move and I think it’s something that consumers will back heavily”.
WATCH: The Great Tesco Walk
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