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Retail · May 2026

Nourish the Nation: £30m fundraising drive

PR Campaign

Monday 11th May, 2026

Sainsbury’s and Comic Relief relaunched their Nourish the Nation partnership with a five‑year, £30m fundraising target to double donated meals to 120 million by 2030, backed by staff/customer matched donations, new research into child food insecurity and a short film narrated by Jodie Whittaker featuring a Richard Curtis poem.

Why it worked: A hard deadline (raise £30m by 2030) plus fresh, shocking stats and celebrity‑fronted film created urgency, proof, and shareable heat.

The lesson: Consider pairing a time‑bound, numeric commitment with new proprietary polling and a recognizable narrator to force timely coverage.

Sainsbury's Comic Relief

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