Sainsbury's is celebrating 20 years of supporting The Royal British Legion by doing more than ever to raise funds during this year's Poppy Appeal.

Sainsbury’s launches first ever TV advert for Poppy Appeal

Sainsbury’s is celebrating 20 years of supporting The Royal British Legion by doing more than ever to raise funds during this year’s Poppy Appeal.

Sainsbury's launches first ever TV advert for Poppy Appeal

The grocery retailer is introducing an exclusive range of poppy products; adding more in-store donation initiatives; and for the first time ever, launching a TV advert with animations to increase awareness of the national cause.

The supermarket chain’s customers can support The Royal British Legion in various ways from donating to an in-store poppy collector; buying exclusive merchandise – including two jute tote bags by British designer Amanda Wakeley – with all profits going to the cause; ’rounding up’ their shopping bill at checkout to the nearest pound and donating the difference; or making a £1 donation through online shopping.

In addition, Sainsbury’s says it is the only place offering poppy recycling after Armistice Day on November 11. Launched last year, the scheme enables the charity to save funds by reusing or recycling the poppies donated. Funds donated by Sainsbury’s customers and colleagues last year amounted to over £4.5m and were used to support services provided to ex-service personnel and their families by The Royal British Legion.

Sarah Ellis, head of CR&S at Sainsbury’s, said: “We’re always delighted to welcome poppy collectors into our stores and this year customers and colleagues are more involved than ever. Whether you choose to wear a poppy, round up your bill or buy an Amanda Wakeley tote bag, you’ll know it all goes to help a great cause which is particularly pertinent during the centenary of First World War.”

Charles Byrne, head of fundraising at The Royal British Legion, said: “Sainsbury’s has been a corporate partner of the Legion for over 20 years, and this support has helped us provide vital care to the British Armed Forces past and present, and their loved ones. We’re thrilled with the high level of support from Sainsbury’s this year and are extremely grateful for our growing relationship.”

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