Triple Christmas chart-topper and social media star Mark Hoyle, AKA LadBaby, has launched this year’s Tesco Food Collection, urging shoppers in Pembrokeshire to donate at their local store.

During the collection, which is under way in local Express stores and taking place in larger stores from Thursday, November 18, to Saturday, November 20, shoppers are being urged to donate long-life food.

Their donations will help food banks in the Trussell Trust network provide emergency food parcels to people in crisis and help food redistribution charity FareShare provide food to thousands of frontline charities and community groups.

Tesco is playing its part by topping up all customer donations by 20 per cent.

Mark said: “A donation to the Tesco Food Collection is a really easy way of helping food banks and local groups supporting people in Pembrokeshire facing hardship this winter.”

“The items we receive through the Tesco Food Collection are absolutely vital to FareShare,” added Sarah Germain, manager at FareShare Cymru.

“Please consider adding an extra tin of tuna or a bag of pasta to your basket at Tesco this weekend – generous donations from customers will ensure we’re able to continue providing much needed long life food this Christmas to a huge range of organisations supporting people in their communities.”