It could have been raising money for the lifeboat service, raising money for the war in Ukraine, helping the aged - it could have been absolutely any one of the charities in the UK, it just so happened that he chose feeding kids.
Whichever way you look at it, the rags were making sure he was beyond criticism because he was raising money for a worthwhile cause. If it had been any other Premier League player it would not have gotten the coverage that it did. If Jamie Vardy or whoever had tried to make people aware of what was happening with children's meals you would not have heard a ripple about it outside of Leicester. But because it's them, the glamour club, the Hollywood Tinsel Team, the media have forced it upon us 24 hours a day, 7 days a week - in particular the rag-loving BBC.
It's not what he's doing, of course not. Every right-minded individual on planet earth would like to help a cause as important as feeding kids is, and I believe this is exactly what the rag PR team were hoping for - that no-one would dare criticise a man for doing something to help the children, surely?
Personally I shall continue to give the big-nosed prick a hard time just for being who he is. But fair play to him for bringing the issue up in the first place. No problem with that.