Asda and BBC Children in Need

Client: BBC Children in Need

Asda and BBC Children in Need (BBC CiN) have built one of the UK’s most longstanding and successful charity/retail partnerships, celebrating 25 years of collaboration in 2025.

Since the partnership began in 2000, Asda customers, colleagues, and suppliers have raised over £41 million, supporting more than 380,000 children and young people across the UK who face challenges such as food insecurity, low wellbeing, and limited access to safe community spaces.

A core focus of the partnership is the Fuelling Potential campaign, launched in 2023, which aims to ensure that children are not held back by hunger or lack of support. The initiative has already raised over £7 million, supporting 74,000 children, with further impact expected through to the end of the campaign in June 2026.

The partnership also drives widespread community engagement. Asda stores across the UK host fundraising events, Pudsey Clubs, themed challenges and merchandise sales. The partnership also celebrates the annual official Children in Need T-shirt, designed in collaboration with George at Asda and a talent ambassador.