The communication of Corporate–NGO Partnerships: analysis of Sainsbury’s collaboration with Comic Relief

Abstract

This study focuses on CSR communication using the example of Corporate–NGO partnership between British supermarket chain Sainsbury’s and Comic Relief. Questionnaires were distributed to 40 participants asking them about their consumer behaviour and opinion on partnerships. Using thematic analysis, two main themes have been identified in the data set: some consumers are sceptical towards cross-sector partnerships because they assume selfish reasons behind the collaboration and view them as corporate PR tool. On the other hand, the majority of consumers evaluate Corporate–NGO Partnerships as appropriate and a gain for society at large. The analysis showed that Sainsbury’s customers know about the partnership with Comic Relief while non-customers lack awareness and that the most successful means of communication of partnerships is the supermarket promotion.