Key Takeaways
- Morrisons has visually rebranded one in four in-store items yellow to symbolize the end-of-life care gap in the UK.
- The “Every Pack Gives Back” campaign directs a portion of yellow-labeled product sales to Marie Curie.
- The effort is part of a £15M commitment to fund hospice nurses, support services, and palliative care awareness.
- Critics highlight the campaign’s visibility while questioning the systemic funding shortfall it highlights.
- Donations can also be made via loyalty app, bags for life, and in-store events.
The Morrisons Marie Curie campaign launched this week with a vivid visual statement: one in four baskets, chairs, and trolleys painted bright yellow across its stores. The initiative aims to raise £15 million for end-of-life care in the UK by spotlighting the fact that 25% of people die without adequate support.
The Morrisons Marie Curie campaign, dubbed “Every Pack Gives Back,” commits a portion of sales from specially marked products to the UK’s leading hospice charity. The initiative is part of a broader Morrisons charity partnership aimed at raising £15 million for palliative care services by 2027.
“We want to shine a light on the importance of end-of-life care,” said David Scott, corporate affairs director at Morrisons. “This visual shift in our stores sends a clear message — everyone deserves dignified care at the end of life.”
How the Morrisons Marie Curie Campaign Uses Every Pack Gives Back to Fund Hospice Care
The Morrisons Every Pack Gives Back initiative features over 100 yellow-labelled items available in stores and online through August 28. Participating products include Soreen Malt Loaf, Innocent Orange Juice, and Morrisons own-brand sandwiches — all part of the supermarket’s effort to drive awareness and donations.
Shoppers can easily identify products that support the Marie Curie supermarket campaign by looking for yellow packaging and dedicated shelf placements. A branded “Bag for Life” and a Marie Curie-themed delivery van round out the visibility strategy.
Marie Curie donations in 2025 will also be enabled digitally through the Morrisons More Card app, allowing users to convert points into monetary support. The supermarket chain has already raised £2.6 million through previous events, and this summer’s campaign significantly expands both scale and visibility.
Hospice Sector Strains, Retail Steps In
The urgency behind the Morrisons fundraising 2025 drive is grounded in sobering statistics. Marie Curie estimates that over 130,000 people in the UK die each year without receiving proper hospice or palliative care.
“This campaign is more than a marketing initiative,” said Matthew Reed, chief executive at Marie Curie. “It’s a response to a growing crisis in UK end-of-life care and a call to action for every community.”
But while the Morrisons charity partnership has been widely praised for its creativity, experts caution that retail initiatives cannot replace structural reform. “It’s a powerful campaign,” said Dr. Felicity Hume of the King’s Fund. “But it also highlights the extent to which the NHS and social care system are underfunded in this space.”
According to the National Audit Office, the UK faces a £600 million annual gap in funding for end-of-life services. Analysts warn that without policy reform, corporate goodwill — however generous — risks becoming a substitute for public provision.
Community Impact of the Morrisons Marie Curie Campaign and Fundraising Events
The campaign is also an experiment in supermarket CSR strategy, turning consumer habits into charity micro-donations. This aligns with broader trends in UK retail, where supermarkets increasingly serve as platforms for social impact.
Volunteer collectors will be stationed in stores during August, and Morrisons staff will participate in challenge events, from marathons to skydiving, to raise awareness and funds.
Whether customers engage with the yellow trolleys or scan their loyalty cards, the message is clear: the Morrisons Marie Curie campaign is as much about visibility as it is about contribution.
“We’re inviting customers to support end-of-life care in every transaction,” Scott said. “This is about turning everyday shopping into something that truly matters.”
