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Top 10 Campaign in Health & Wellbeing · August 2026
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Top 10 Campaign
Health & Wellbeing · August 2026

20p Pennies at the Till

PR Campaign
Thursday 13th August, 2026

SuperValu and Centra added Pennies donation technology to 70 Northern Irish stores, giving card-paying customers the option to add 20p to their shop for Action Cancer. The simple till prompt turns everyday grocery trips into small, repeatable contributions, raising more than £180,000 after a six-store trial and helping fund mobile cancer screening services.

Why it worked: A frictionless 20p prompt at checkout plus hard early numbers (£180k, 900k donations) created a timely, data-led retail-tech charity story.

The lesson: Consider testing a tiny, opt-in add-on at point of payment, then pitch the rollout with concrete pilot results and a clear local impact.

SuperValu Centra Pennies Action Cancer
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
northernirelandchamber.com SuperValu and Centra team up with Pennies to raise funds for Action Cancer - NI Chamber Wednesday 12th August, 2026
belfastchamber.com SuperValu and Centra team up with Pennies to raise funds for Action Cancer - Belfast Chamber Wednesday 12th August, 2026
thegrocer.co.uk SuperValu and Centra roll out Pennies 20p donation tech across 70 NI stores Thursday 13th August, 2026
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