In 2018, the retailer raised more than £3.5 million, and counting, through store collections and sales of exclusive merchandise, donating all profits to the Legion.
The supermarket is also the only place to offer poppy recycling after Remembrance Sunday, enabling us to save vital funds by reusing or recycling the poppies donated.
As part of the Legion’s national Thank You movement in 2018 to mark the end of the First World War Centenary, Sainsbury’s brought together well known heritage brands including Gillette, Oxo, Marmite, Cadbury, and Lea & Perrins, in a one pack = one donation display in stores. With every sale of selected products, the Legion received a generous donation.
We also teamed up with P&G and presenter Helen Skelton for the #HelpUsHelpThem campaign, helping to raise vital funds for individuals and families within the 6.7 million members of the Armed Forces community who are in need.
Extending their support even further, Sainsbury’s customers have an alternative way of donating to the Legion. In over 200 Sainsbury’s Travel Money Bureaux shops there are collection boxes to donate unwanted foreign coins and out-of-date notes to the charity.
“The Poppy Appeal is a fantastic cause that we’ve proudly partnered with for over two decades.”
Mike Coupe, Chief Executive at Sainsbury's: “The Royal British Legion’s Poppy Appeal is a fantastic cause, and one that we’ve proudly partnered with for over two decades. Thanks to the support of our customers and colleagues alike we’ve been able to raise millions for the charity in the knowledge that this has had, and will continue to have, a huge impact on the lives of those in the Armed Forces. Thank you to all those who have shown their support.”