Cause Related Marketing Features

Pampered Chef - Round-Up from the Heart
Through this promotion customers
can round up their purchase totals at Pampered Chef Kitchen Shows, to the
nearest dollar or more and all funds are sent to America's Second Harvest food
banks in the region where the donations originate.
ConAgra Foods - Feeding
Children Better
ConAgra Foods
believes that no child should go hungry. That is why they developed Feeding
Children better, the nation’s largest corporate initiative dedicated to fighting
child hunger. In the past 5 years they have opened 150 Kids Cafes serving
millions of meals annually.
Albertsons - Easy
Magazine
In the 2005 Holiday season Albertsons premiered its
Traditions Made Easy magazine in stores. For every copy sold they donated $1.00
to America's Second Harvest.
Food Lion’s - Hunger Has a
Cure Campaign
Food Lion grocery stores hosts an annual promotion where
customers are asked to add a $1.00 donation onto their bill at the check-out
counter. The “Icons” are hung up around the store which allows customers to
visualize their impact. They also offer a pre-packed box of food with a fixed
price which is donated to the local food bank in the store’s
area.
Dave and Busters – Every
Gift Counts Twice
A
billfold insert was given to each customer when presented with their check to
facilitate a donation to be added onto their bill. Dave and Busters then matched
every donation dollar for dollar to join in the fight to end hunger along with
their customers.
Dannon - Drive to End Hunger
Dannon yogurt ran a campaign against hunger that
benefited America's Second Harvest through the purchase of Dannon product. Each
yogurt purchased generated a donation and then an empty yogurt container could
be put into a plexiglass truck parked in the lot of the grocery store. The
container was symbolic of their donation and the truck traveled the
country. They also ran a click to give campaign on their web-site.
In total, the campaign generated over $150,000 for hunger relief.
Online Based Promotions
Sony VAIO - Pimp My PC Auction
Sony VAIO teamed with
young Hollywood celebrities and asked them to design their own unique,
fashionable Sony VAIO FJ notebooks. Elijah Wood, Wilmer Valderrama, Mark
Ruffalo, Nicole Richie, and Jessica Alba joined in on the fun to create some
great designs all in the name of ending huger. Sony also matched the funds
raised by this 5 day long auction.
General Mills –
Millsberry.com
Millsberry.com was an interactive website for
children designed by General Mills. The promotion involved a virtual food drive
on the General Mills website. At the Millsberry grocery store, there was a bag
of food that kids could purchase by using the points they had earned while
playing games. The virtual food bag was then donated to the Millsberry community
center. For every bag purchased by the children, General Mills donated 2 cents
to America’s Second Harvest.
Volkswagen - Force of
Good
This online based promotion
allowed users to build the Volkswagen Beetle of their dreams and then contribute
to their favorite charity after doing so. After the user picked their make,
model, and color they were sent to the Force of Good site where they had the
option to have VW make a donation to the charity of the user’s choice. For each
click on America's Second Harvest we received
$1.00.
Stetson -
Celebrity Hat Auction
Long time supporter of
America's Second Harvest, Shania Twain, launched her new Stetson fragrance with
this wonderful celebrity hat auction as a kickoff event.
Stetson was able to
work with some great celebrities like Leanne Rimes, Chris Issak, and Martha
Stewart to personalize their cowboy hats and then auctioned them off to benefit
America's Second Harvest.





