As the nation prepares to enter one of the most uncertain Christmases of recent times, John Lewis and Waitrose plan to harness the spirit and thoughtfulness of the Covid-19 pandemic and create an outpouring of kindness to help Britain’s struggling families.

Motivated by the plight of so many who have found it difficult to provide for their families or are struggling to cope, the retailers are launching a major campaign to provide a lifeline for at least 100,000 families.

The initiative, which reflects the world in which we are living and is complemented by the Waitrose and John Lewis Christmas ad, will support two charities; FareShare, which helps those facing food poverty and also Home-Start, which works with parents who need support.

Together the two charities will provide food, comfort, emotional support and advice to vulnerable families.

This month sees the launch of a major appeal aiming to raise £5m for the charities. As well as financial giving, Waitrose and John Lewis want to highlight the long-term need for kindness in a country in which the pandemic will leave an indelible mark.

The two retailers will also be encouraging Partners and customers to spread kindness in their communities; everything from volunteering to a thoughtful gesture, not just over Christmas but beyond. This spirit of kindness will be brought to life in the retailers’ shops, including surprise acts of generosity towards customers.

Waitrose and John Lewis are encouraging customers to support the campaign in one of five different ways:

• making a charity donation, which the retailer will match to the value of £2m
• buying one of a variety of exclusive and limited-edition campaign products
• shopping in one of the two retailers’ shops and using their My JL and My Waitrose loyalty card, which will trigger a donation to the two charities
• showing kindness to someone who needs it
• helping in their local community

A further fund of over £1m has also been created. This will ensure all of the retailers’ shops will be actively partnering with FareShare and Home-start. This is in addition to a range of local disadvantaged family charities in the communities they serve.

The John Lewis Partnership recently stated its ambition to be a completely different kind of business – a force for good.

The Christmas campaign will embody this principle, using a variety of channels to bring it to life. Commenting is Pippa Wicks, executive director of John Lewis & Partners. In a year like no other, the world has changed, so we will be delivering a Christmas campaign like no other.

“During 2020 we’ve seen some inspiring and heart-warming acts of kindness throughout our country and our communities. Now we want to build on this spirit to create a legacy that extends well beyond Christmas. Together we can all make a big difference to the families who need our help most.”

Also commenting is Peter Grigg, chief executive of Home-Start UK.

“We have all seen first-hand how the pandemic is pushing families to the edge; especially those already facing challenges in their lives. Home-Start is there for families when they need us most and we have been overwhelmed by the kindness shown in our communities during the pandemic.

“But there is so much more to do. Working with John Lewis Partnership colleagues, customers and communities, we can reach more families and communities at this vital time. We are proud to be a partner in this exciting ambition to transform the lives of thousands of families and children this Christmas and beyond.”

Lindsay Boswell, chief executive at FareShare, adds; “In what has been an incredibly tough year for so many, more people than ever are turning to local charities and community groups for support because they simply can’t afford the food they need to feed their families and themselves.

“At FareShare, the demand for food has more than doubled as a result of the pandemic. This partnership comes at such a crucial time. We are so delighted to partner with Waitrose and John Lewis to provide support for the thousands of people in need across the UK in the run-up to Christmas and over the winter months.”