Sainsbury’s says Thank You with Heritage stands in selected stores

On Wednesday 10 October, Sainsbury’s launched a celebration of heritage brands in over 200 stores across the nation.

Partnering with a number of historic brands, including Cadbury, Gillette and Lea & Perrins, the partnership celebrates brands that have stood the test of time throughout the century. All of the historic brands involved have been around for over 100 years, and will be making an on-pack donation per sale to The Royal British Legion as their way of saying Thank You to a generation that served, sacrificed and changed our world. The activity runs until 30th October.

At the heart of local communities over two World Wars, Sainsbury’s has always held a unique and special relationship with those affected by war. Through a 24-year partnership with The Royal British Legion, Sainsbury’s has been able to support members and veterans of the British Armed Forces along with their families and dependants, by making it easy for customers to offer Remembrance and thanks to those who fought and gave their lives for Britain.

When the war began in 1914, Sainsbury’s was resourceful in its attempt to combat the inevitable food shortages and rising costs of goods. Posters and adverts promoted alternatives to increasingly scarce family favourites, alternatives such as cooked meats and Margarine. A month into war and ever rising prices, Sainsbury’s lowered the costs of its meats as a sign of commitment to keeping prices low and providing support to the community. Sainsbury’s also advertised for 200 female staff to join the company to replace the departing male colleagues who were required to join the war effort. This elicited thousands of applications and by the end of the war there were 39 female branch managers. These were often sisters and wives of peacetime managers.

'We’ve been an official supporter of The Royal British Legion and its Poppy Appeal for almost 25 years. We are proud to stand behind the ‘Thank You’ movement to remember the First World War generation and our nation’s shared heritage.' Mike Coupe, CEO of Sainsbury’s

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