Asda has launched a groundbreaking initiative that aims to make millions of pounds available to UK primary schools through its loyalty programme, Asda Rewards. Fronted by fitness icon Joe Wicks, the campaign invites families to raise funds for their chosen schools simply by shopping at Asda, with no impact on their personal Cashpot earnings.
Running until 30th November 2024, the supermarket will donate 0.5% of the value of any shop done via Asda Rewards to a primary school selected by the customer. To kickstart each school’s fund, Asda is contributing an initial £50, plus an additional £1 for every customer who chooses a school. The retailer anticipates donating around £7.5 million through this initiative.
This bold move is a first for the loyalty market, allowing users to directly benefit their local schools by engaging with the Asda Rewards app. The programme, which launched just two years ago, now boasts over six million weekly users and has helped customers earn more than £525 million in their Cashpots.
David Hills, Asda’s Chief Customer Officer, expressed excitement about the campaign, highlighting the significant financial pressure on families to support their children’s schools. “The power of Asda Rewards means we can create a route for them to donate directly to their school, simply by doing their normal shopping with Asda,” he said. “It’s a game-changing initiative for schools and a win-win for customers.”
Partnering with the charity Parentkind, Asda has ensured that funds will be securely transferred to schools at the end of the campaign. This initiative is part of a broader effort by Asda to enhance customer loyalty and engagement, while also making a positive impact on communities.
Jason Elsom, Chief Executive of Parentkind, praised the initiative as the largest single opportunity for school fundraising in recent memory, saying, “Not only can ‘Cashpot for Schools’ benefit every state primary school, but it also brings Asda’s 18 million customers one step closer to the needs of their local primary schools.”
Asda’s campaign is already garnering significant attention, with its combination of community support and customer rewards positioning it as a leader in innovative retail initiatives.
