IN CELEBRATING Malaysia’s diversity and inclusivity, hypermarket chain Tesco has launched two campaigns to coincide with Chinese New Year – the Gift of Prosperity and “Semua Ong Mali” campaigns.
Tesco Malaysia chief executive officer Paul Ritchie said what made Malaysia beautiful was the richness of its culture and people.
“Malaysians come together to celebrate each other’s festivals in harmony, and that is reflected in our Chinese New Year 2020 campaign where it is ‘ong mali’ for all, ” he said.
The Gift of Prosperity campaign is the continuation of a long- standing partnership with non-governmental organisation (NGO) Kechara Soup Kitchen.
The collaboration that began in 2016 has benefited more than 12,000 underprivileged people.
The Gift of Prosperity campaign which ends on Feb 5, enables shoppers to purchase RM25 and RM50 gift cards that are designed to resemble ang pow packets at Tesco’s cashier counters, Tesco Online, Lazada and Shopee, following which the Kechara team will deliver a package of items to beneficiaries in the underprivileged communities.
The package contains food such as canned tuna, instant oats, biscuits, orange cordial, a 10kg bag of rice, vermicelli and cooking oil – items selected by the Kechara team based on feedback from underprivileged communities who work closely with them.
At the campaign briefing, Kechara operations director Justin Cheah said it had been collecting food surplus from Tesco since 2016.
“When the underprivileged receive the donations, they can save some money and use it for other expenses such as their children’s education or home rental.
“The extent of the collection is far-reaching.
“We are now inviting Tesco customers to join our effort through the purchase of the gift card, therefore helping to provide meals to even more underprivileged people across Malaysia, ” he said.
The beneficiaries under Kechara include Tong Sim Senior Citizens Care Centre, Persatuan Kebajikan Menyayang Kulai, Penang Home for the Infirm and Aged and the Ebenezer Home Care Centre, to name a few.
Meanwhile, Tesco’s “Semua Ong Mali” campaign, which ends on Jan 29, is broadly focused on
helping customers manage their cost of living based on the store management’s knowledge that festive celebrations can be taxing on the wallet.
The hypermarket will make it more manageable for customers to afford what it terms “affordable luxuries” for traditional family reunion dinners, such as seafood, at affordable prices in accordance with the store’s long-term price strategy.
During the campaign period, there will be contests, promotions for Clubcard holders and cashback for customers who purchase items for RM88 and above at Tesco stores using e-wallets Boost and Touch n’ Go.
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