Sensodyne has collaborated with Tesco on a new campaign – ‘This Pack Gives Back’ – to support Children’s Health Foundation Ireland, For every pack of Sensodyne toothpaste bought between 22 November and 19 December, Sensodyne will donate 25c to the charity.

Brand owner Haleon pointed to research suggesting that more consumers buy into brands when they know their beliefs, values, and missions align with their own. With this increase in shoppers making belief-driven purchases, the company stated that there is an opportunity for brands and Retailers to build a more authentic relationship with consumers – whilst also doing the right thing for society.

Children’s Health Foundation Ireland is a Charity that raises funds to support sick children and their families in hospitals and urgent care centres.

Clodagh Hennessy, Oral Care Customer Marketing Manager at Haleon, said: “We are so privileged to be working with an organization like Children’s Health Foundation Ireland who do so much, from funding vital life-saving equipment and providing essential patient and parental support, to making ground-breaking pediatric research possible.

“This is just one step that Haleon is taking to reach its goals around making better everyday health more inclusive for everyone. We want to positively impact people living in the communities we actively operate in, using our background in healthcare suhealth science to uncover the people face on a daily basis – but more importantly shining a light on the charities that work hard to support those in need on a day-to-day basis, such as Children’s Health Foundation Ireland.”

The campaign applies to all Sensodyne toothpastes within the Repair & Protect, Nourish and Sensitivity & Gum ranges. During the promotional period, shoppers can save €2.25 on these toothpastes by using a valid Tesco Clubcard.

As well as in-store POS and on Tesco.com through banner ads, the supermarket will be supporting the campaign on their social channels, alongside Haleon’s amplification through paid-social media ads.