Morrisons has turned one in four supermarket items yellow to raise awareness of the fact that a quarter of people in the UK die without receiving the end of life care they need.
To celebrate the launch, the Morrisons Croydon store has brightened up its baskets, trolleys, café chairs and even car parking spaces in daffodil yellow to launch its ‘Every Pack Gives Back’ initiative, which will see donations made to Marie Curie for every promotional product purchased by customers.
The initiative forms part of Morrisons commitment to raise £15 million for Marie Curie – the UK’s leading end of life charity - by October 2027. Until 28th August, hundreds of promotional products in yellow packaging, such as Innocent Orange Juice, Pampers Nappies and Soreen Malt Loaf will appear on Morrisons shelves. For every promotional ‘Every Pack Gives Back’ product sold, the brand will donate a percentage of the sale price to Marie Curie.
Select products such as Morrisons food-to-go sandwiches, London Essence Indian Tonic Water and MOJU Ginger Vitality Dosing Bottle Shots will feature a bespoke ‘Every Pack Gives Back’ design, so customers can easily identify the items that will make a positive difference to those in need of end of life care in their local communities. A selection of products from the range can also be found in the Seasonal Aisle from the 4th August.
Morrisons is also carrying out various other fundraising and awareness raising activities in August, including selling a limited-edition Bag for Life, rolling out a Marie Curie branded grocery delivery van featuring a Marie Curie Nurse and Marie Curie in-store fundraising events and volunteer-led collections. The More Card app will also be turning yellow - with a reminder that customers can donate their More Card Points to Marie Curie in multiples of 1,000 (£1 value) through the More Card App or Morrisons More Card website. Each donation will be converted into a monetary value and transferred to Marie Curie on behalf of the customer.
Marie Curie is the official charity partner of Morrisons and together they have committed to help improve end of life care in local communities by enhancing hospice care, providing more nurses and making more moments that matter across the country, whilst raising public awareness about the harsh reality facing many families with loved ones at the end of their lives.
Marie Curie provides nursing care and support to people with any illness they’re likely to die from, as well as emotional support for them and their families.
Morrisons and its customers have already raised £2.6m for Marie Curie since the partnership launched in November 2024, through fundraising events and collections in supermarkets and convenience stores. Colleagues have also participated in challenge events, such as trekking across Hadrian's Wall, running London Marathon and sky diving.
David Scott, Corporate Affairs Director at Morrisons, said: “We want to shine a light on the importance of end of life care and so turning one in four of our baskets, trolleys, café chairs and even car parking spaces yellow is a simple but powerful way to start a national conversation about something that affects us all.
"In the coming weeks, Morrisons customers can help raise vital money for Marie Curie by buying a promotional ‘Every Pack Gives Back’ - the brand will then donate a percentage of the sale price to the charity.”
Matthew Reed, Chief Executive at Marie Curie, added: “Far too many people are still dying without the care and support they need. What’s more, we’ve seen demand for our services increase significantly in recent years, with a growing gap between those needing end of life care and those who receive it."
"Through our partnership with Morrisons, we’re aiming to help more local communities and families receive the best end of life care possible, whatever the illness, wherever they are.”
