Safari, which is 3663’s online loyalty programme, rewards eligible customers with points that they can exchange for a variety of gifts when they buy selected products from the group.

This latest addition to the scheme means that Safari customers can now give back to the industry by donating their points to HA online at www.3663safari.co.uk and following the charity donation link. Every 1,000 points donated is worth £5 to the charity.

HA chief executive Penny Moore highlighted how far a small donation can go: “Even donating a small number of points can have a real impact on the work we undertake. We are absolutely delighted to be partnering with 3663 and the Safari programme.

“All donations will be greatly appreciated and it will enable us to fund our ongoing initiatives and support those in the industry who really need our help especially during these tough economic times.”

3663 B2B manager Gavin Hands added: “Hospitality Action was the obvious partner to support due to all the wonderful work it undertakes to make life easier for those who have fallen on hard times within the hospitality industry. We hope our customers get on board and start saving their points to give something back to those in need within our industry.”

In a recent survey conducted on the Safari website, 3663 customers voted the loyalty programme as “excellent” for the overall programme and customer service. Research also concluded Safari to be “a great business tool that makes a real difference”.

Examples of the value of Safari points include 96 points for Nescafé Original granules, 89 points for McDougalls complete mash potato and 37 points for Bernard Matthews mini Kievs, to name just a few.

3663 has continually supported the charity since 2003 and has already successfully raised more than £780,000 for it.