The Give Back Express Invites Shoppers to Buy and Donate Goods
Laura McQuarrie — November 29, 2022 — Marketing
References: famouscampaigns
This winter, Tesco, FareShare and Trussell Trust teamed up to open a unique "reverse supermarket" called The Give Back Express. The premise of this pop-up shop was to provide for over 1.2 million families with food by encouraging shoppers to buy and donate the 25 most needed goods and essential items. Some of the products on this list include canned foods, tea and toiletries.
At this pop-up, when customers paid for their shopping, Tesco matched the value to support the charities. Since shoppers can get involved for contributing just 40p, FareShare estimates that this will help to redistribute more than 13,000 tons of food this winter among people who need it most. This simple way of spreading holiday joy not only provides a practical way for shoppers to take action but also brings attention to the need to support food banks and charities as food insecurity increases.
At this pop-up, when customers paid for their shopping, Tesco matched the value to support the charities. Since shoppers can get involved for contributing just 40p, FareShare estimates that this will help to redistribute more than 13,000 tons of food this winter among people who need it most. This simple way of spreading holiday joy not only provides a practical way for shoppers to take action but also brings attention to the need to support food banks and charities as food insecurity increases.
Trend Themes
1. Reverse-supermarkets-for-charitable-donations - Reverse supermarkets can help provide essential items to people with food insecurity while promoting donations to charities.
2. Matching-fund-donation-programs - Matching fund donation programs incentivize customers to donate to a cause while leveraging larger financial support for charities.
3. Community-driven-collaborations-for-charitable-giving - Collaborations between businesses and charities can engage the community to give back to people in need and raise public awareness about food insecurity.
Industry Implications
1. Retail - Retail companies can explore the reverse supermarket model to launch charitable donation campaigns, attract socially-conscious customers, and strengthen corporate social responsibility initiatives.
2. Food & Beverage - Food and beverage companies can partner with charities and grocery stores to donate surplus food items and support local food banks, addressing food insecurity and reducing food waste.
3. Social Impact - Social impact organizations can work with corporations to create community-based programs to address social issues, including food insecurity, while leveraging technology and innovation to increase social impact at scale.
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