Esselunga is a leading retail company in large-scale food distribution with 140 stores located in northern and central Italy.
The alliance between Esselunga and UNICEF was began in 2001. The purpose of the partnership was to integrate a UNICEF program with Esselunga’s existing fidelity program.
Esselunga offered its clients a fidelity card with an option to donate 500 points, with an equivalent value of €5 to UNICEF and matching each donation for a total amount of €10 for every 500-point donation made.
Since the partnership’s launch in 2001, UNICEF has benefited from of many six-month fundraising initiatives from Esselunga and its clients in support of several projects: supply of Vitamin A in Ethiopia, Neviraphine to prevent HIV/AIDS mother-to-child transmission in Zambia, education in Democratic Republic of Congo, safe birth in India, emergency malnutrition in Sudan. Esselunga’s cumulative support has reached over US$2 million.
In 2009, Esselunga selected UNICEF as the beneficiary of its uncollected commercial lottery prize money. Italian law regulating lotteries establishes that uncollected prizes from commercial lotteries must be donated to a charity organization. In choosing UNICEF, Esselunga ‘s prize valued at US$758,592 will provide over 100,000 mosquito nets to Nigeria in support of the UNICEF Campaign against Malaria.