Our partnership with The Royal British Legion
In 2014 it marked the 20th anniversary of our partnership with The Royal British Legion. During those two decades we have given the Legion volunteers uninterrupted access to our stores to fundraise for the Poppy Appeal.
In recent years we’ve also found new ways to generate funds for the RBL. In 2012, our Floral Tribute campaign meant that every bouquet sold during Remembrance Weekend included a donation. And in 2013 we took this further still, with a range of Poppy-themed products. We also gave shoppers the opportunity to round up their till receipts to the nearest pound, with the balance going to the Legion. And after Armistice Day, shoppers could bring their poppies back to our stores to be recycled.
In all, these extra initiatives raised £4.5 million for The Royal British Legion.
We’ve continued all of these initiatives this year, but that’s not all. In 2014 we sold a vintage chocolate bar that featured in our 2014 Christmas TV ad, with all profits went to The Royal British Legion (Registered Charity No 219279).
The Sainsbury’s Christmas chocolate bar as featured in the Christmas TV ad was exclusively on sale during Christmas 2014 and the product will not be available thereafter.