Cancer Research UK’s partnership with the Morrisons supermarket chain has raised £2.2m, more than double the original target.

The year-long ‘Raise a Smile’ campaign, which came to an end this month, had originally aimed to raise £1m for the cancer charity, but combined staff and customer fundraising, as well as cause-related marketing, helped to push the partnership well over the imagined finishing line.

The charity developed four individual and bespoke campaigns for the partnership over the year in an effort to maximise engagement, with dedicated staff managing the campaigns. The 120,000 ‘colleagues’ at Morrisons engaged in fundraising activity from challenge events, runs, sponsored hair cuts and at donation stations.

The supermarket’s estimation 10 million-plus customers were accessed via campaign material throughout the store. In-store cash collections alone brought in £500,000 for CRUK.