Tesco is to back children’s charity NCH Action For Children in one
of the UK’s biggest cause-related marketing partnerships.
NCH will replace Help the Aged next year as the focus of the
supermarket’s fund-raising initiatives. The children’s charity stands to
gain up to pounds 2m from the partnership. Tesco will tailor its
strapline ’Every little helps’ to ’Every little helps a child in
Tim Mason, marketing director of Tesco, said the charity was chosen
because of its focus on the local community.
NCH’s advertising agency, Mortimer Whittaker O’Sullivan, helped set up
the partnership with Tesco. The supermarket has had similar partnerships
with the Muscular Dystrophy Group, Riding for the Disabled, Save the
Children and the NSPCC.
Money will be raised through Tesco stores and staff will organise
fund-raising events within local communities. The Tesco Charity Trust
will also make a donation to the charity.
Tesco has not yet finalised details of how the charity will be presented
in the stores but it is expected to feature prominently. A TV
advertising campaign is also being considered. Michael Kaufmann,
assistant director of marketing at NCH, said: ’The partnership gives us
a higher profile and the income opportunities are enormous.’
NCH is one of the UK’s largest children’s charities.