Asda launches new initiative with Joe Wicks to support UK primary schools

Supermarket chain Asda has announced a new initiative to support primary schools across the UK, fronted by PE and fitness guru, Joe Wicks.

The Cashpot for Schools campaign will make millions of pounds available to primary schools through the Asda Rewards loyalty programme, after recent research by Asda revealed nine in 10 primary school teachers admitted their schools were reliant on parents and Parent Teacher Associations (PTAs) for funding. 

According to the data, a lack of schools’ funding is seeing parents having to bridge the financial gap, with 87 per cent being asked by their child’s school to donate money, and more than half (51 per cent) being asked to donate multiple times a year.

Despite more than a quarter of parents (26 per cent) feeling financially unable to contribute extra funds, some parents are still having to spend up to £138 per year to support their children’s schools. 

Nine in 10 teachers (95 per cent) say that a lack of funding has impacted learning and student experience at their school, with the most significantly underfunded needs being school trips (64 per cent), books and learning materials (52 per cent), and sports equipment (50 per cent).

On top of this, an alarming 23 per cent of schools are concerned they won’t have the funds to host a sports day this academic year – a key moment in the calendar for students and their families.  

Asda’s Cashpot for Schools initiative allows shoppers to raise money for their chosen primary school, simply by shopping with Asda’s loyalty app – Asda Rewards.

Customers will simply need to select their primary school of choice within the app and make sure they scan every time they shop – the supermarket will donate 0.5 per cent of the value of their basket to their chosen school.

What’s more – Asda will kickstart each school’s Cashpot with £50 once they register for the initiative, and will add an additional £1 to the school pot for every customer who signs up. Asda is anticipating around £500 to be raised for each school taking part.   

This offer exists on top of customers’ existing Cashpot contributions – meaning a win for both customers and schools. Cashpot for Schools is the first campaign Joe Wicks is set to front for Asda over the coming months, with his passion for supporting schools, particularly through sports and experiences, matching Asda’s ambition to help families live their very best lives, no matter their budget. 

Fronting the campaign, primary school PE hero, fitness guru and dad of four, Joe Wicks, spoke of the partnership, saying: “I know first-hand from the work I’ve done in schools just how much of a difference Cashpot for Schools is going to make to kids across the country.

“I feel incredibly proud to be part of such an important initiative with Asda, working with a partner that is as committed to supporting families as I am. From sports facilities to nutrition, Asda shoppers’ donations will have a huge impact on primary schools around the country – and after all, who doesn’t want the very best for their kids.” 

David Hills, chief customer officer at Asda, commented: “We know from our research that parents are being increasingly relied upon to support their children’s schools financially, and for many, this is a real struggle when disposable incomes are still tight.

“Cashpot for Schools allows families to fundraise for their school simply by shopping at Asda. We’re combining the great value shopping shoppers know and love us for with a win for their local primary school community too.” 

Asda is working in partnership with Parentkind – a dedicated charity for PTA fundraisers across the UK – to ensure all primary schools can benefit from the initiative. By working with Parentkind Asda is able to ensure all primary school PTA bank details are registered with the charity – ensuring the money raised can be donated directly to the school once the campaign closes.