The John Lewis Partnership is set to launch a new charity campaign to offer support for more than 100,000 families whose livelihoods and mental health have been impacted by the coronavirus pandemic.

The new campaign aims to raise £5m by Christmas for food poverty charity FareShare and parental support charity Home-Start, with the retailer’s highly anticipated Christmas advert complementing the initiative.

John Lewis Partnership will be raising funds through a host of initiatives, including matching shopper donations to the value of £2m, proceeds from limited-edition product launches and automated donations when shoppers use their loyalty cards.

The retailer said the campaign alongside its two partner charities “will provide food, comfort, emotional support and advice to vulnerable families”.

John Lewis & Partners executive director Pippa Wicks said: “In a year like no other, the world has changed – so we will be delivering a Christmas campaign like no other.

“During 2020, we’ve seen some inspiring and heartwarming acts of kindness throughout our country and our communities. Now we want to build on this spirit to create a legacy that extends well beyond Christmas. Together we can all make a big difference to the families who need our help most.”

Waitrose & Partners executive director James Bailey added: “This year has created even greater inequality in society with a catastrophic effect on some of the most vulnerable, and we are determined to play our part in addressing this.

“Everyone has a right to nourishment and a safe, warm home and we believe that as a Partnership we can be an enduring force for good, which lasts well beyond Christmas.We don’t just want to talk about it; we want every customer, community and Partner to show their kindness in supporting these causes.”