Sainsbury's boosted by Comic Relief

Charity fundraising tie-in helps increase retailer's turnover

Sainsbury's partnership with Comic Relief contributed to a rise in its turnover in the first quarter of 2009, the retailer has said.

The supermarket, which raised £10m for the charity appeal, said 19 million people visited its stores during the week of Red Nose Day - its busiest week outside the Christmas period.

The partnership also resulted in increased motivation among staff because of their involvement in fundraising, the retailer said.

Sainsbury's said its 10-year relationship with the charity was an example of how both parties could benefit from a corporate partnership.

"We're very pleased to be working with the charity," a spokeswoman for the retailer said. "Our staff take it very seriously, and our customers appreciate it."

Sainsbury's estimated that the charity partnership boosted turnover in the 11 weeks to 21 March by 0.3 per cent, from a total sales growth of 6.2 per cent compared with the same period last year.

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