Staff work to improve literacy

Staff at a county supermarket are helping to improve child literacy in Northumberland with the new of a new advertising campaign.

Sainsbury’s recently unveiled a new Christmas advert featuring Mog the cat, to highlight the importance of sharing at Christmas.

The campaign is helping to raise funds for Save the Children to improve child literacy, and to help local children, Sainsbury’s Cramlington organised a special Mog themed reading corners at Burnside Primary school, and donated ten copies of the specially created Mog’s Christmas Calamity book.

Sainsbury’s Cramlington store manager, Jen Weston, said: “We hope that the magical new Mog story will be enjoyed by parents and children.

“This is a brilliant way to support the important cause of helping Save the Children to improve child literacy in the UK and we thought it would be a great idea to share this with the local children in Cramlington.”

Sainsbury’s approached Judith Kerr and her publisher HarperCollins, developing the concept for the story together, with Judith writing and illustrating a new Mog book, to be exclusively sold in Sainsbury’s to complement the story told in the campaign.

The book is on sale in Sainsbury’s stores for £3, alongside the Mog soft toy for £10, with profits going to Save the Children.