Woolworths partners with News Corp Australia for the annual Feed Appeal fundraiser

In response to an increase in Australians suffering economic hardship and seeking food relief due to COVID-19, Woolworths and News Corp Australia have launched a joint campaign in support of Feed Appeal.

The four-week campaign will encourage News Corp’s readers and Woolworths’ customers to make a $2 donation at any checkout or when shopping online.

Four meals will be provided to Australians in need for every $2 donated

$2, the campaign says, gives four meals to families in need.

Feed Appeal was co-founded by News Corp Australia’s Leader Community News and Fare Share in 2009. It is backed by Newman’s Own Foundation and guarantees all donations go to local food relief charities.

Feed Appeal has reported a 50% increase in people seeking food relief since the COVID-19 pandemic began. This follows Foodbank reporting that five million Australians were experiencing food insecurity in 2019, up from one million in 2018.

News Corp Australia’s community ambassador, Penny Fowler, said this year’s appeal was the most important one the business has faced.

“For over a decade we have supported Feed Appeal’s mission to feed Australia. 2020 is shaping up as the toughest year in at least a generation with drought, bushfires and now coronavirus having a significant impact on our community that shouldn’t be underestimated,” Fowler said.

“Together with Woolworths we are delighted to support Feed Appeal again this year and hope that now, more than ever, we can make a difference and help feed struggling Australians.”

News Corp’s annual support for Feed Appeal began in June and raised $25,000 in one week. Woolworths has kicked off its support with a $100,000 donation, the equivalent of 200,000 meals. The activation will be the largest fundraiser for the Feed Appeal this year. It aims to match the record set by last year’s fundraiser which supplied over one million meals to local communities.

Woolworths chief marketing officer, Andrew Hicks, said: “Food insecurity is an incredibly real issue which is why it is more important than ever that we continue to support our long standing food rescue partnerships as they help people in need in communities across the country.

“We are pleased to support the Feed Appeal again this year and will be kicking off our support with a $100,000 donation. We invite our customers to join us in helping feed Australians in need by making a $2 donation in store or online.”

Feed Appeal CEO, Katherine Gokavi-Whaley, said even a small donation goes a long way.

“We are so excited to partner with Woolworths and News Corp Australia once again. Last year this campaign was our largest fundraiser enabling us to give additional local food relief grants,” Gokavi-Whaley said.

“This year the need is greater with an increase in the demand for food relief. Together we can do more if every Woolworths shopper gave as little as $2. It would go a long way to help struggling Aussies in their local community. While you shop to nourish your family please give to support another family.”

The initiative will be promoted by full-page advertising in News Corp’s metropolitan and regional mastheads, digital advertising, and in the August editions of Delicious and Super Food Ideas.


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