Following the success of their first campaign last year, Tesco and Unilever have committed to a long-term partnership to support In Kind Direct and their network of charitable organisations with donations of essential hygiene products.
Unilever, Tesco and In Kind Direct have launched the second phase of their ongoing partnership to help families struggling with hygiene poverty in the UK.
Research conducted last year by In Kind Direct found that almost half of low-income households have had to go without hygiene products because they can no longer afford them.
The partnership brings together the in-store activation expertise of Unilever and reach of their household brands, Tesco’s scale, store footprint and online reach, and the distribution network of In Kind Direct to raise awareness of hygiene poverty and boost donations for In Kind Direct and their network.
Running until 7 March 2023 in-store and online, when Tesco shoppers purchase two selected personal care products from Dove, Radox, TRESemmé and Simple ranges, Unilever will donate one on their behalf. The items will then be distributed by In Kind Direct to charitable organisations in local communities across the UK, including foodbanks, community centres and family welfare associations.
Over 400,000 products were donated when the initiative first ran throughout September and October last year, which supported over 1,391 charities. Building on insight from the previous activity on how to improve consumer engagement, the promotion will move from free standing units (FSU) to prominent gondola end positions at 365 Tesco stores across the UK. POS and branding will feature in-store and online for maximum impact, with a clear and actionable message for shoppers.
In Kind Direct work with charitable organisations and companies to ensure everyone has access to the products they need to keep clean and well. They receive donated products, which they sort, store and distribute to thousands of local charitable organisations in their network, who are being increasingly relied upon in their local communities, but are having to support more people with fewer resources.
In Kind Direct’s recent survey showed that 86% of charitable organisations report the need for their services has increased in recent months and 72% say they will be focusing on supporting people experiencing hygiene poverty over the next 6 months.
Chris Barron, General Manager of Personal Care UK&I at Unilever, said: “Following the impact of our first hygiene poverty campaign in partnership with Tesco and In Kind Direct last year, it’s great to have launched our second campaign already and to share our commitment to working together over the coming years to respond to the growing issue of hygiene poverty and to supporting those who are most vulnerable.
“We know that together we can do more. By each bringing the insight and expertise of our teams to this campaign and partnership, we can take a more holistic approach to tackling hygiene poverty. Our campaign raises further awareness of this growing issue with Tesco shoppers across the UK whilst ensuring more donations of essential hygiene products are reaching the local charities in the In Kind Direct network throughout the year.”
Oonagh Turnbull, Tesco’s Head of Health Campaigns, added: “At Tesco, supporting the communities we serve is key to our purpose and now, more than ever, it’s important that we work closely with charities and our supply partners to help make a real difference for people who need it most. It is worrying that hygiene poverty is a growing issue for many in the UK and we are very pleased to be working with Unilever and In Kind Direct again on this crucial campaign that will help so many young people and families with vital hygiene supplies in the coming months.”
