MasterCard announced on Tuesday that Middle Eastern retailers Lulu Hypermarket and Auchan Italy recently partnered with the company to support its fundraising efforts for the United Nations World Food Programme.
The campaigns launched by MasterCard are designed to bring awareness to the problem of world hunger and to simplify the donation process for retailers and consumers. MasterCard has donated over 1.4 million meals through the U.N. WFP program through similar partnerships in the Netherlands, Germany, Poland and Sweden.
Lulu Hypermarket, which has 45 locations across the United Arab Emirates, agreed to participate in the campaign to raise donations to provide meals to schoolchildren in Africa. MasterCard will donate $1 each time a consumer buys a branded MasterCard, WFP or Lulu mug through the retailer.
Additionally, the card issuer is launching a new contactless donation campaign with Auchan in Italy at their Lombardy regional hypermarkets. For every customer who uses a Maestro contactless or MasterCard to make a purchase, MasterCard will donate a WFP meal to an African schoolchild.
“Consumers are being increasingly drawn to companies that care,” Ann Cairns, the president of international markets at MasterCard, said. “Through these new retail partnerships we’re announcing today we continue to demonstrate just how powerfully WFP’s mission resonates with both retailers and shoppers. By integrating the opportunity to give at the point of purchase we are able to leverage our existing partnerships to drive innovative and inclusive fundraising at point of purchase, as part of our broader partnership with WFP, are a great way for MasterCard to use its network of merchants and consumers to work towards achieving our shared goal of a world without hunger.”