Asda's Cashpot for Schools in Partnership with Parentkind

Client: Parentkind

Asda's Cashpot for Schools, in partnership with Parentkind, is a transformational campaign turning everyday shopping into essential funding for UK primary schools. Fronted by Joe Wicks, the campaign ran from 1st September to 30th November 2024, allowing Asda shoppers to raise money for their chosen schools by using the Asda Rewards App, at no cost to the shopper or school.

With over 17,000 schools registered, it became one of the UK’s largest community-driven education campaigns. The funds will provide children with vital resources and opportunities: books, IT equipment, play equipment, sports kit, extracurricular activities, trips and much more. Parentkind member schools will also be able to provide much-needed hardship relief, giving parents access to school meals, food parcels, school uniform and other vital items, reducing the financial burden on families struggling to make ends meet.

Asda Community Champions and Parentkind’s Community Engagement team worked together to galvanise local schools, PTAs and shoppers to participate in the scheme and maximise its potential. Empowering customers to take small actions, which together make a huge impact. With £5.8 million raised and thousands of schools supported, it stands as a testament to the power of local communities coming together to invest in children’s