Who’s being charitable?

I picked up some Cracker Drinks Company juice drink from Waitrose, partly because I wanted something to drink but also because it made such a bead deal of supporting the Rainbow Trust Children’s Charity.

The carton explained:

“We at Cracker feel this is a very worthwhile cause and so, we make a donation to [[the charity]] for every purchase.”

So who’s really making the donation to charity – Cracker or me? If Cracker made a fixed donation of, say, £2,000 regardless of sales then that would obviously be them. But if I’m specifically buying the juice instead of a competitor’s product because of the charity contribution then isn’t my money being diverted to the charity instead? If they don’t sell many cartons then they don’t pay much to the charity.

Not that I mind, of course. Just curious.

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