SUPERMARKET giant Morrisons and Save The Children are out to prove that raising funds really is a piece of cake as a result of its new charity partnership launched yesterday at the company’s Malton store.

Staff and customers marked the launch yesterday – carried out simultaneously nationwide at all 451 Morrisons stores – at the Castlegate store to kick-start the latest Morrisons Raise a Smile charity partnership.

Dalton Philips, Morrisons chief executive, said: “As one of the country’s biggest retailers we have an obligation to give something back to the communities in which we serve. With the help of Save The Children, our colleagues and customers, Morrisons hopes that our Raise a Smile campaign for 2011 will be even more rewarding than ever before.”

The launch included in-store promotions and the sale of special Save the Children wristbands at till points.

The limited-edition wristbands, worn publicly by Save the Children supporters singer Stacey Soloman, broadcaster Natasha Kaplinsky and Irish actress Dervla Kirwin, are available for £1 each from all Morrisons stores.

All the funds raised from the Raise a Smile partnership will support the charity’s work to ensure that children across the UK get the best start in life through its Families and Schools Together (FAST) programme.

Save the Children’s corporate partnerships director, Douglas Rouse, said: “Everyone at Save the Children is thrilled to be working with Morrisons.

“The money we raise through this partnership will help us transform the lives of thousands of disadvantaged children across the UK.

“No child should be born without a chance. Together with Morrisons we can give them a better start in life.”