It’s a heart-warming highlight of the festive calendar for many, and one of the few unlikely to be squandered by Covid-19 restrictions.
And this year the John Lewis Christmas advert hopes to harness the good will of the nation in a campaign to raise £5m for struggling families.
Teaming up with food redistribution charity FareShare along with Home-Start UK, which helps parents who need support, the retail giant’s winter campaign will take cues from Marcus Rashford’s tireless efforts to tackle child food poverty.
There are an estimated 4.2 million children living in poverty across the country, around nine in every class of 30 – a number believed to have soared since the Covid-19 outbreak pushed thousands more into hardship.
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The department store and Waitrose, owned by the same group, will also put £1m towards the cause and to connecting its shops with disadvantaged families in their local communities.
James Bailey, executive director of Waitrose & Partners, said: “This year has created even greater inequality in society with a catastrophic effect on some of the most vulnerable, and we are determined to play our part in addressing this.