This Christmas, Asda is going above and beyond to ensure that no senior citizen feels alone during the festive season. The supermarket giant has launched its heartwarming ‘Don’t Be Gnome Alone’ campaign, a comprehensive initiative aimed at tackling loneliness among over 60s.
Research conducted by Asda’s Christmas Community Report revealed a sobering statistic: one in ten people over 60 are unsure if they will have any social interaction during the holidays. Additionally, almost four out of five seniors indicated that they will rely solely on television for companionship between December 15th and January 1st.
To combat this, Asda is taking a two-pronged approach, transforming their in-store cafes into inviting ‘Chatty Cafes.’ These dedicated spaces offer a welcoming environment for senior citizens to socialize, enjoy delicious meals, and forge new friendships. The initiative encourages seniors to break free from isolation and connect with others during the holiday season.
Adding to the cheer, Asda is bringing back their immensely popular Winter Warmer offer, designed specifically for those over 60. This beloved program allows seniors to enjoy a hearty soup, a crusty roll, and a hot beverage – all for just £1. The initiative, which kicked off yesterday with a grand opening hosted by Gavin & Stacey star Larry Lamb at the Asda superstore in Basildon, offers a warm and affordable way for seniors to enjoy a comforting meal and a friendly atmosphere.
Larry Lamb, a passionate advocate for the campaign, spent hours engaging with over 40 senior citizens at the launch event, sharing stories and enjoying the delicious soup and tea. The Winter Warmer offer will be available in all Asda cafes until the end of 2024, with this year’s offering even more enticing than before, featuring three delectable soup flavors and unlimited tea or coffee.
Asda’s commitment to combating loneliness goes beyond the Chatty Cafes. Throughout their stores and delivery services, Asda colleagues will be wearing ‘Happy to Chat’ badges, actively engaging with older customers to offer a friendly conversation and a listening ear. This simple act of kindness serves as a reminder that someone is there to care and offer support, combating feelings of isolation.
David Hills, Chief Customer Officer at Asda, emphasized the importance of this initiative: “Our mission this Christmas is to provide everything customers need at our famously low Asda prices. Christmas is a time to enjoy time with loved ones, and the fact that one in ten of our older generation is facing Christmas alone is genuinely sobering. That’s why, alongside The Asda Foundation, we’re proud to invest almost £1 million through our in-store initiatives and grants to do what we can to tackle loneliness and isolation in the communities we serve.”
Asda’s ‘Don’t Be Gnome Alone’ campaign is a testament to the supermarket’s dedication to fostering a sense of community and ensuring that no one feels forgotten, especially during the holiday season. This initiative embodies the true spirit of Christmas, promoting warmth, connection, and shared joy amongst their valued customers.
