Fair play to Wilkinsons for their social responsibility policy, donating a percentage of their profits to local communities each year.
But you’ve got to think that their marketing department struggled with the brief of how to promote this, settling for using “we give back a big 1% of our profits”.
That’s opposed to those other smaller 1 per cents you sometimes see other companies donating, then.
To be fair, £1 in every £100  probably adds up to quite a tidy sum for charity, so good on them, even if it sounds a little silly.