Not sure if hypermarkets do the same thing in other countries, but I've seen it in the states and it pisses me off
Air Canada does this shit on their flights. Disgusting.
If you, the civilian, donates to a legitimate cause, the billion dollar company won't be able to claim that donation on their tax deductions.
If they donate, it's a zero sum game. Maybe 5 mins in the spotlight for alturism.
But if you give them the money to donate on your behalf? They don't spend a cent and are able to get tax deductions for "philanthropy". It's the best possible outcome (for the company).