Supermarket chain Morrisons will be offering customers a free hot cross bun this Friday.
However, rather than eating it themselves, the company is encouraging those who receive one to pass it on to a friend or loved one, for a campaign it's calling the "Giving Bun."
Martin Clayton, Senior Bakery Manager at Morrisons, said: “Easter is a time to share and celebrate with family and friends. We wanted to do something to help our customers make someone’s day, which is why we’re giving away free hand-made hot cross buns in our stores and asking customers to pass them on.”
Morrisons says it will be baking 330,000 hot cross buns across its 491 stores this year, representing more than a fifth of all buns sold in the UK.
The "Giving Bun" initiative follows research for Morrisons revealing that 70 per cent of Britons admit never speaking to their neighbour, while 86 per cent say they have no idea who lives on their street.
67 per cent said they do not feel as involved in their local community in comparison to previous generations.
RECIPES FOR LEFTOVER HOT CROSS BUNS