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Colleagues outside a Sainsbury's store

Our Royal British Legion

At the grand age of 145, Sainsbury’s has stood as a constant familiar throughout Britain's rich and tumultuous history and war-time was no different.

Sainsbury’s has remained at the heart of local communities despite two World Wars forcing Britain into huge change and extraordinary adjustment. For this reason, Sainsbury’s has always held a unique and special relationship with those affected by war. Through a 20-year partnership with the Royal British Legion Sainsbury’s has been able to support members and veterans of the British armed forces along with their families and dependants, by making it easy for customers to offer remembrance and thanks to those who fought and gave their lives for Britain.

Sainsbury's are proudly committed to fostering their relationship with the Royal British Legion, and has introduced a range of initiatives to show its ongoing support and commitment to raising funds. As well as offering the Royal British Legion exclusivity on in-store collections during the Poppy Campaign and donating percentages of special product sales, it has launched a number successful fundraising campaigns.

The Round up to the Pound scheme allows customers to easily and conveniently donate that little bit extra, with the option to round up their bill at the checkout. Sainsburys will also donate 50% of Christmas card sales to the Royal British Legion, with the other half going to another brilliant cause,  Comic Relief.

Though many of these activities take place within the two weeks leading up to Remembrance Day, Sainsbury’s make concerted efforts throughout the year, such as the option to add a £1.00 donation into your online shopping basket.

Last year all of these efforts combined are estimated to have raised £4.5 million for the Royal British Legion.

Poppy Appeal Advert

On 11th November 2014, Remembrance Day will mark 100 years since the World War I began. To commemorate this momentous date Sainsbury’s plans to double its efforts, and offer customers even more opportunities to support the cause.

The Poppy Appeal will see the arrival of a beautifully crafted product range, including poppy mugs, tea towels and a particularly special Amanda Wakeley bag. All of the profits will go straight to the Royal British Legion.

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Sainsbury's Royal British Legion Collection Box

Sainsbury's Royal British Legion Collection Box

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"Round up your bill" Sainsbury's initiative for the Royal British Legion

"Round up your bill" Sainsbury's initiative for the Royal British Legion

The 2014 Christmas ad from Sainsbury’s – Christmas is for sharing. Made in partnership with The Royal British Legion, it commemorates the extraordinary events of Christmas Day, 1914, when the guns fell silent and two armies met in no-man’s land, sharing gifts – and even playing football together. 

The 2014 Christmas ad from Sainsbury’s – Christmas is for sharing.