Coca-Cola has teamed up with FareShare to donate the equivalent of 100,000 meals to those experiencing food poverty via its annual Christmas Truck Tour.
As part of its festive campaign, the FMCG giant is launching a “Your Presence is Your Present” theme as for every person who attend’s the Truck Tour, Coca-Cola Great Britain will fund the equivalent of one meal for a person in need.
To kickstart the initiative, the equivalent of 100,000 meals have already been donated to FareShare by Coca-Cola Europacific Partners as the company looks to take the total funding to 200,000 meals.
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“Coca‑Cola has always been synonymous with Christmas, particularly the iconic Truck Tour and Holidays Are Coming advert. This year, the magic of Christmas is needed more than ever, and we are excited to bring back our famous truck tour to fans nationwide,” The Coca-Cola Company Great Britain senior brand manager, Laura Moon said.
“We’re also extremely pleased to continue our relationship with FareShare and for every person that visits the Truck Tour, we’ll donate the equivalent of a meal on their behalf, supporting those most in need this festive season.”
FareShare CEO, Lindsay Boswell added: “We’re incredibly grateful for the support from Coca‑Cola. Their donation will help us get more good-to-eat surplus food to people across the UK most impacted by the cost of living crisis.
“We hope as many people visit the Coca‑Cola Truck Tour this Christmas so that we can get more food to people who need it during what are challenging times for many.”
The Coca-Cola Christmas Truck is also set to make its annual TV appearance later this month as the company airs its “Holidays Are Coming” festive advert.
This also comes as Coca-Cola has become the first drinks business to launch on-pack technology for visually impaired customers.
In partnership with Navilens, the brand has rolled out codes across 24x330ml and 30x330ml packs of its Christmas can multipacks, allowing customers to scan the code using their mobile phones.
