Sainsbury's has been supporting The Royal British Legion for 24 years, allowing our volunteers and colleagues to sell poppies in their stores for our Poppy Appeal.

In 2017, the retailer raised more than £3.4 million through store collections and sales of exclusive merchandise, donating all profits to the Legion.

For many years, colleagues have been actively involved in the partnership, dedicating their own time to plant crosses at our Fields of Remembrance and volunteer at our City Poppy Days. The supermarket is the only place to offer poppy recycling after Remembrance Sunday, enabling us to save vital funds by reusing or recycling the poppies donated.

Mike Coupe, Sainsbury’s Chief Executive, added: “The Royal British Legion’s Poppy Appeal is a fantastic cause, and one that we’ve proudly partnered with for over two decades. Thanks to the support of our customers and colleagues alike we’ve been able to raise millions for the charity in the knowledge that this has had, and will continue to have, a huge impact on the lives of those in the Armed Forces. Thank you to all those who have shown their support.”

Claire Rowcliffe, Director of Fundraising said: “The Royal British Legion is grateful to have Sainsbury’s ongoing support in such a poignant year as we mark the Centenary of the end of the First World War.

We are saying Thank You to the entire generation who served in the First World War, and all generations of the Armed Forces community who have served since. We’ve been here since 1921, and we’ll be here as long as they need us.

The various fundraising activity from the Sainsbury’s staff, the in store campaigns and volunteer collectors helps us to raise awareness of our vital work, and the donations will assist the Legion in making a difference to the lives of Serving Armed Forces personnel, veterans and their families, who are in need of our support.”

Support us with your everyday shop

As part of the Legion’s national Thank You movement to mark the end of the First World War Centenary, Sainsbury’s customers were able to visit a heritage display in Sainsbury’s during 10 – 30 October 2018. The display showcased a variety of iconic British brands such as Gillette, Horlicks, Cadbury, Imperial Leather, and Lea & Perrins, which were staple products in homes across the country during the First World War. With every sale, a donation will be made to The Royal British Legion and Poppyscotland. 1 pack = 1 donation

We are delighted to announce that presenter Helen Skelton, is once again supporting the #HelpUsHelpThem campaign, helping to raise vital funds for individuals and families within the 6.7 million members of the Armed Forces community who are in need. From the 10 October to 20 November 2018 exclusively at Sainsbury’s, shoppers can purchase donating P&G products including Ariel pods, Oral B power brushes and Aussie shampoo to trigger a donation to The Royal British Legion and Poppyscotland. 1 pack = 1 donation*

Support the Legion by redeeming your Nectar points

We're proud to announce that from 1  11 November 2018 we'll be working in partnership with Nectar, the UK's biggest loyalty programme. Any points collected across their wide range of partners (such as Sainsbury's and Argos) can be donated to the Legion.

For every 200 points the Legion will receive £1. You can find out more about the Nectar partnership here.


Extending their support even further, Sainsbury’s customers will have an alternative way of donating to the Legion. In over 200 Sainsbury’s Travel Money Bureaux shops there will be collection boxes to donate unwanted foreign coins and out-of-date notes to the charity.

Find out more and find your closest Sainsbury’s Travel Money Bureau.

* 10p from the sale of selected P&G products sold in Sainsbury’s stores and online from 10 October – 20 November 2018, will be paid to Royal British Legion Trading Limited which gives its taxable profits to The Royal British Legion (Charity no. 219279), and Poppyscotland (Scottish Charity No. SC014096), according to where sales are made. Ts&Cs apply. 

Header image: Image ©The Sainsbury Archive, Museum of London Docklands.