Coca-Cola partners with FareShare in on-pack promotion

Howard Lake | 9 November 2016 | News

• Tagged with:
• Advertising
• christmas
• corporate

In the run-up to Christmas Coca-Cola is running an on-pack promotion to benefit food waste and hunger charity FareShare. Purchasers will be able to donate a meal to someone in need.
The expanded partnership with FareShare is part of the brand’s Christmas campaign. This includes a nationwide Christmas truck tour, starting on 17 November. Visitors to the 44 truck stops will be able to explore a “winter wonderland” environment and receive a free can of Coke.
A new TV advert will launch later this month, and will run with the long-standing “Holidays Are Coming” TV ad, voted Britain’s favourite Christmas ad of all time by consumers.

Photo-based donation

To take part in the FareShare partnership, consumers just need to purchase a promotional pack of Coca-Cola, Diet Coke, Coca-Cola Life or Coca-Cola Zero Sugar which features the FareShare logo, take a photo of the label and upload it to cocacola.co.uk/donate. Coca-Cola will then donate 25p for each photo uploaded to FareShare.

Designated Driver campaign

In addition, for the ninth year in a row, Coca-Cola is running its Designated Driver campaign, in partnership with the Department for Transport’s THINK! Drink Drive campaign. The initiative rewards people who are driving to the pub over the festive period by offering a free second soft drink when they purchase a Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Appletiser or Schweppes at participating pubs and restaurants when they show their keys at the bar.
Aedamar Howlett, marketing director for Coca-Cola Great Britain said:

“Coca-Cola is synonymous with the Christmas season and it’s no secret that our much-loved Christmas Truck Tour marks the unofficial countdown to Christmas.  We can’t wait to reveal this year’s route and start spreading holiday cheer across the UK.”

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.