Initially, the retailer had modest expectations: they estimated that the campaign would only yield 22,000 pairs of shoes. The final results were a resounding endorsement of the success of Tesco Lotus’ well-intentioned efforts.

While the company does spend its own money in such instances, Tesco Lotus feels the impact has been a positive one on its brand (in addition to the benefit to communities); the retailer is now viewed as an eager supporter of local communities. Media clips and coverage of their campaign efforts had gone viral on social media, and have been viewed more than two million times.

This is one instance of a community care campaign that realises one of the company’s objectives, which is wanting to be a meaningful member of the communities around them. Their belief is embodied in the company value that “every little help makes a big difference in society.”

The company has in place a dedicated team that handles its CSR commitments both at the corporate level and at the local store level. Additionally, the company has had in place for more than six years a campaign called 365 Volunteer Day. The premise behind this is to remind their employees that while they work 265 days a year and have some 100 days off, being a volunteer can be done 365 days a year. There is also one dedicated day called Community Day where staff are allowed to take a day off simply for community care activities.

Tesco Lotus is a clear example of how, no matter how large, a successful corporation can still make meaningful and wide-reaching contributions to the communities that surround them.