Two chains of supermarket Budgens are selling blocks of “hope” alongside its baked beans and bananas.
Shoppers will be urged to take them to the till where they will be charged £1 per block which the retailer will forward to the Alzheimer’s Society – the block is then returned to the shelf.
The guardian quote Simon Horton of JWT saying:
“We are putting charitable giving in the context of people’s everyday routines and it makes it more accessible,” said Simon Horton, part of the creative team at the advertising agency JWT which devised the “hope” idea. “Everyone goes shopping and while you are in the mindset of spending money it is easy to put £1 on your bill. You are not being bombarded by anybody on the street and it is on your terms. We are making hope a commodity. You are buying a bit of hope in the same way as you are buying your beans.”
Horton said that if the idea takes off, the blocks could be branded for different charities and distributed appropriately in store, for example those in aid of children’s charities could be stacked next to nappies and baby food.
It’s great to see Budgens buy into this idea, even picking up the admin costs
“Customers are very focused when they come into the supermarket,” said Andrew Thornton, owner of the Budgens branches where the scheme will be tested. “So it makes sense that this method of donating is very quick.” He said they will try placing the blocks in different locations, starting with beside the impulse-buy chocolate bars at the till queue. Budgens will cover the administration cost of the scheme and the advertising agency will pay for the blocks.
I love this kind of initiative. Creative, stands out, simple. What do you think?