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The retailers will launch the major campaign next month to provide a lifeline for at least 100,000 families. The much anticipated John Lewis Christmas advert 2020 will support the charities. FareShare helps those facing food poverty and Home-Start works with parents who need support.
The two charities will provide food, comfort, emotional support and advice to vulnerable families.
John Lewis and Waitrose customers will be encouraged to support the campaign in one of five different ways, the brand revealed:
- making a charity donation which will be matched by the retailer to the value of £2m
- buying one of a variety of exclusive and limited edition campaign products
- shopping in one of the two retailers’ shops and using their My JL and My Waitrose loyalty card which will trigger a donation to the two charities
- Showing kindness to someone who needs it helping in their local community.
A further fund of over £1m has also been created to ensure all of the retailers’ shops will be actively partnering with FareShare and Home-Start and a range of local disadvantaged family charities in the communities they serve.
Pippa Wicks, Executive Director of John Lewis & Partners, said: “In a year like no other, the world has changed – so we will be delivering a Christmas campaign like no other. During 2020 we’ve seen some inspiring and heartwarming acts of kindness throughout our country and our communities.
“Now we want to build on this spirit to create a legacy that extends well beyond Christmas. Together we can all make a big difference to the families who need our help most.”
Peter Grigg, Chief Executive of Home-Start UK said: “We have all seen first-hand how the pandemic is pushing families to the edge, especially those already facing challenges in their lives.
“Home-Start is there for families when they need us most and we have been overwhelmed by the kindness shown in our communities during the pandemic. But there is so much more to do.
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“Working with John Lewis Partnership colleagues, customers and communities, we can reach more families and communities at this vital time.
“We are proud to be a partner in this exciting ambition to transform the lives of thousands of families and children this Christmas and beyond.”
Lindsay Boswell, Chief Executive at FareShare, added: “In what has been an incredibly tough year for so many, more people than ever are turning to local charities and community groups for support because they simply can’t afford the food they need to feed their families and themselves.
“At FareShare, the demand for food has more than doubled as a result of the pandemic so this partnership comes at such a crucial time.
“We are so delighted to partner with Waitrose and John Lewis to provide support for the thousands of people in need across the UK in the run up to Christmas and over the winter months.”
A number of John Lewis closures across the UK have taken place this year.
Stores which won’t be reopening include the Watford and Birmingham flagship stores as well as six others.
Outlets in Croydon, Swindon, Tamworth, Newbury, Heathrow Terminal two, and London St Pancras are amongst those John Lewis stores that won’t be reopening.
What is more, a number of Waitrose stores have closed.
Yesterday the group said it was closing four branches of Waitrose and losing more than 250 jobs.
Waitrose stores in Caldicot, Ipswich Corn Exchange and Shrewsbury branches are affected, with the supermarket in Wolverhampton set to be sold to Tesco.
The Ipswich Corn Exchange is expected to close at the end of trade on December 6.
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