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Retail · May 2026
Nourish the Nation: £30m fundraising drive
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
2 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Sainsbury’s and Comic Relief set new £30m fundraising target to provide millions of meals | Monday 11th May, 2026 |
| grocerygazette.co.uk | Sainsbury’s and Comic Relief target £30m fundraising push to tackle childhood food poverty - Grocery Gazette - Latest Grocery Industry News | Tuesday 12th May, 2026 |