Staff and customers gathered at Morrisons stores across the UK as the Bradford-based supermarket kick-started its partnership with charity Save the Children.

The pair are hoping the Morrisons Raise a Smile charity partnership will raise invaluable funds.

To get the partnership off to a good start, yesterday saw a number of in-store promotions, including the sale of Save the Children wristbands at till points. Collection tins have been positioned in-store as well as at the company’s petrol stations and customer cafes.

Morrions chief executive Dalton Philips 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 hope our Raise a Smile campaign for 2011 will be even more rewarding than ever before.”

Funds raised will support the charity’s work to ensure children across the UK get the best start in life through its Families and Schools Together programme.

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