What is the partnership?
Supermarket chain Morrisons launched its partnership with children’s cancer charity CLIC Sargent in February 2017. Planned to last three years, its success led to extensions in 2019 and 2020.
What did the company do?
When CLIC Sargent closed its charity shops at the start of the pandemic, Morrisons offered all its shop staff retail roles in their local Morrisons stores. With the increase in demand for supermarket goods, this reassignment benefitted Morrisons stores as much as CLIC Sargent staff.
In March 2020, the charity became worried about families who couldn't go to the shops and were running out of food. Morrisons stores stepped in and delivered food directly to families' doors – the start of Morrisons Doorstep Delivery service.
Stores also gave gifts in kind to keep CLIC Sargent's Homes from Home accommodation, for families whose children are undergoing treatment, stocked with cleaning materials and food.
Why did it win?
To date the partnership has raised £14 million through colleague and customer in-store fundraising. A multi-supplier cause-related marketing campaign, Every Pack Gives Back, has raised £3.2 million.
The first three years of the partnership funded initiatives including a digital social worker for families in remote areas, while money raised in the past year will fund the opening of a new CLIC Sargent Home from Home in Manchester, and its running costs for five years.
What did the judges say?
“Morrisons could easily have paused activity during the pandemic, but went above and beyond and made a real difference at a difficult time,” said one judge. “Integrated, innovative and seriously impressive.”
Oliver Bonas with UK Youth
Superdrug with Marie Curie
TK Maxx with Cancer Research UK