Asda is making millions of pounds available to UK primary schools by encouraging families to use its loyalty programme, Asda Rewards.
In the new initiative, which is fronted by British fitness coach and social media personality Joe Wicks, the supermarket is offering to donate 0.5% of the value of any shop done until 30 November to customers’ primary school of choice when they shop with Asda Rewards.
The grocer is kicking off each school fund with £50 and offering to top up with an extra £1 for every customer that selects their school.
It marks a first for the loyalty market – allowing users to select their own benefactor and raise unlimited funds by using their loyalty app – with no impact on their own Cashpot earnings.
The rewards programme first launched in August 2022 and now has over six million weekly users.
Asda chief customer officer David Hills 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.”
He added: “It’s a game changing initiative for schools and a win win for customers.”
