The Premier Food-owned brand is pledging 4p to the charity for every pack of Hovis Seed Sensations purchased up until Remembrance Day on November 11.
Marketing support includes a TV campaign featuring a voiceover from David Jason.
The Hovis campaign comes as The British Legions gears up to launch Legion Live, a new microsite in early November and will attempt to connect with 25 to 45-year-olds.
The site will be fronted by Poppy, a virtual character whose brother and grandfather served in the armed forces. She will blog and contribute to forums.
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