Asda has joined forces with Joe Wicks on a brand new campaign for its Rewards programme that will benefit primary schools across the UK.
The ‘Cashpot for Schools’ scheme will allow loyalty members to donate 0.5 percent of their shop until November 30, 2024. In an ‘industry first’, it will allow users to raise unlimited funds for a school of their choice – with no impact on their current cashpot earnings.
Asda is kicking off each school fund with £50, with a further £1 being added for every customer that chooses their own school. According to the supermarket, the new initiative will see it donate around £7.5 million towards primary schools.
To promote the new money-saving initiative, Asda has launched a TV ad that is fronted by popular fitness influencer Joe Wicks. Money earned will allow schools to purchase essentials that range from books to PE equipment.
Launched in partnership with charity Parentkind, the ‘Cashpot for Schools’ scheme comes after it was revealed that 87 percent of parents were being asked to contribute towards school funding. Some families reportedly contribute £138 a year, despite budget restrictions.
To help out, Asda’s latest Rewards programme will allow families to continue their contributions through their own weekly shop. Once the scheme closes, Parentkind will then transfer cashpots to their chosen schools so that the money can be invested in resources they need.
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David Hills, Asda’s Chief Customer Officer, said: “The entire team at Asda are absolutely delighted to launch Cashpot for Schools today – an initiative that is testament to our commitment to supporting families, and evidence of the incredible opportunity created by our Asda Rewards programme.
“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.
“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. It’s a game changing initiative for schools and a win win for customers.”
Asda’s Rewards Programme, which was launched in 2022, now boasts around 6 million members. It regularly offers money-saving initiatives such as the hugely popular ‘Christmas Saver’ that allows users to save money for the busy Christmas period.
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