Coca-Cola launches new charity initiative to donate meals to those in need
As Coca-Cola is on the brink of unveiling its iconic television commercial and Truck Tour, it announces a new FareShare on-pack initiative will see meals donated to people in need.
Coca-Cola European Partners is set to launch a brand new charity initiative to provide meals to those in need.
The first of two on-pack promotions from the number one soft drinks brand sees Coca-Cola partner with FareShare.
The UK-wide charity fights food waste and hunger, by redistributing good food that might otherwise go to waste, to charities and community groups that support vulnerable people.
These organisations transform the food into nutritious meals, which they provide alongside life-changing support.
Through the activation, consumers can scan special labels on promotional 500ml PET bottles of new Coca-Cola Zero Sugar, Coca-Cola Classic, Diet Coke and Coca-Cola Life and 1.25ltr promotional bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke using their smartphones, and upload the images to a dedicated website.
Each image upload will trigger a donation to FareShare that will provide one meal to someone in need, adding to the 18.3 million meals it provides each year nationwide.
Lindsay Boswell, CEO of FareShare said: “We have been working in partnership with Coca-Cola for the last two years, to make best use of their surplus stock within our food redistribution network.
“This on-pack campaign is an exciting development to our partnership, that will not only raise awareness of FareShare and the lifeline we provide to charities working with hungry and vulnerable people, but will also raise vital funds to support our operation, helping us to redistribute more food to more people in need.”
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