Morrisons has raised £5m for its charity partner, Save the Children, since 2011 and will extend the partnership until January 2014.
Morrisons staff and customers have raised money over the past two years to fund the charity’s Families and Schools Together programme, which supports parents to improve their children’s learning and development at home.
The partners aim to raise £2m this year for the charity’s Eat, Sleep, Learn, Play! programme, which provides crisis grants for families with young children who are struggling to provide household essentials. The funds raised will help up to 4,244 families, the charity said.
Morrisons’ fundraising efforts so far have included bake sales, fitness challenges, bucket collections and product donations. In one of the most successful initiatives, 132,000 employees raised more than £100,000 by taking part in Save the Children’s first Christmas Jumper Day campaign last December.
The partnership has also raised money for the charity’s emergency appeals, including the Japanese earthquake, food crises in east and west Africa, and the Syria Crisis Appeal.
Rona Blackwood, UK programme strategy manager at Save the Children, said: "Morrisons’ support has already enabled us to make a long-term impact on the lives of thousands of disadvantaged children.
"This renewed commitment will enable us to transform the scale of our Eat, Sleep, Learn, Play! programme, which will give some of the UK’s most disadvantaged children a better start in life."
Martyn Jones, group corporate services director at Morrisons, said the partnership was its most successful ever.
"Seeing the difference we’ve made by working together has inspired our colleagues and customers to help even more," he said. "That’s why we have extended our partnership – so that we can help make an even bigger difference to the lives of children who are most in need in the UK."