Morrisons, a prominent UK supermarket, has embarked on a significant charity partnership, introducing distinctive new product packaging designed to support a vital cause. This week marks the widespread online rollout of their yellow promotional packaging, extending a campaign already visible in physical stores, all aimed at fostering a positive impact within local communities.
At the heart of this initiative is the ‘Every Pack Gives Back’ campaign, a dedicated effort to raise an ambitious £15 million for Marie Curie, a leading charity providing crucial end-of-life care. This long-term commitment, set to reach its target by October 2027, underscores Morrisons’ dedication to corporate social responsibility and community welfare.
Consumers shopping at Morrisons, both through their online platform and in physical aisles, will easily identify hundreds of everyday items adorned with this new product packaging. From popular household staples like Innocent Orange Juice and Pampers Nappies to beloved treats such as Soreen Malt Loaf, a percentage of each sale from these specially marked products will be directly donated to Marie Curie.
Beyond the core range, selected items will feature an even more prominent ‘Every Pack Gives Back’ design, further highlighting their contribution. This includes Morrisons’ own brand food-to-go sandwiches, premium beverages like London Essence Indian Tonic Water, and health-focused options such as MOJU Ginger Vitality Dosing Bottle Shots, ensuring a broad spectrum of choices for conscious consumers.
This latest endeavor builds upon Morrisons’ ongoing awareness campaigns, including their recent initiative where one in four supermarket features, from trolleys to car parking spaces, were symbolically turned yellow. This visual statement aimed to draw attention to the critical statistic that a quarter of individuals in the UK unfortunately pass away without accessing the end-of-life care they require, underscoring the urgent need for support.
David Scott, Corporate Affairs Director at Morrisons, articulated the supermarket’s vision, stating, “We want to shine a light on the importance of end-of-life care, and so turning one in four of our baskets, trolleys, café chairs and even car parking spaces yellow is a simple but powerful way to start a national conversation about something that affects us all.” He emphasized the direct role customers play, encouraging them to purchase promotional ‘Every Pack Gives Back’ items to contribute vital funds to the Marie Curie charity.
Ultimately, this strategic alliance between Morrisons and Marie Curie exemplifies how routine supermarket news can translate into significant societal benefit. By simply choosing products with the distinctive yellow product packaging, shoppers are empowered to participate in a meaningful charity partnership, collectively contributing towards ensuring compassionate end-of-life care for those who need it most across the UK.
