Asda is making millions of pounds available to UK primary schools in a nationwide giveaway fronted by the nation’s favourite PE teacher Joe Wicks, encouraging families to use its loyalty programme.
The initiative is an industry-first, as the supermarket encourages customers to raise funds for their chosen school simply by using the Asda Rewards scheme on their weekly shop.
Wicks will be appearing on the TV ad, encouraging shoppers to sign up and help raise money, both in-store and online. The retailer is expected to donate around £7.5 million between now and 30 November 2024, when the campaign ends.
“We know that 87% of families are asked to contribute to their primary school to support funding – with some families contributing up to £138 per year, which is a significant sum when budgets remain tight,” said Asda chief customer officer David Hills.
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“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 and benefiting from the great value we offer everyday, as well as topping up their own Cashpot,” he continued.
“It’s a game-changing initiative for schools and a win-win for customers.”
Asda will donate 0.5% of the value of any Asda Rewards shop to customers’ primary school of choice, as well as kicking off each Cashpot for Schools fund with £50 and topping up with an extra £1 for each customer that selects a school.
Cashpot for Schools is the latest loyalty campaign to be launched as part of Asda Rewards, which launched just two years ago and already has over six million weekly users, with users earning over £525m in their Cashpots so far.
“Asda Rewards has allowed us to deliver even more for our customers,” Hills continued.
“Rewards is giving pounds, not points, back to our customers, it’s helping us understand our shoppers better, enabling us to offer more relevant products – and now, helping them support their kids and schools with real cash for the things they need.
“This is an incredible achievement for a programme that is only two years old – and clear evidence of our commitment to growing it further and doing even more for our customers.”
