A Tesco campaign has managed to raise £751,000 for the British Red Cross in the retailer’s largest ever ‘cross-brand cause-related’ marketing campaign .
The supermarket’s “One of Britain’s Favourites” initiative covered over 60 selected products in Tesco stores, including PG Tips, Hellmann’s Mayonnaise and Heinz Baked Beans, with 5p from each product sold going to the British Red Cross .
Debra Stones, Tesco’s corporate responsibility manager, commented: “We are delighted with the amount Tesco raised for the British Red Cross through the “One of Britain’s Favourites” promotion .”
“All the money raised will be spent helping vulnerable people here in the UK, ensuring that no-one need face a crisis alone.”
A statement issued by the company added: “The campaign’s success can be attributed to the combination of best-selling products in Tesco with the instantly recognisable, well-trusted and respected charity, the British Red Cross .”
“As well as the attraction of promotional deals on many of the products, customers were pleased to know that all the money raised will be spent by the British Red Cross in the UK – helping the most vulnerable in local communities across the country .”
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