Skip to main content

Paper Icon Campaign at Whole Foods Helps Launch FoodCorps

On the heals of Joe Waters and Joanna MacDonald’s fine book Cause Marketing for Dummies…which dives deep into cause marketing at point of purchase… I came across this paper icon campaign from Whole Foods that benefits gardening in schools.

Called the Garden Grant Program, the goal is to raise $2,000,000 so as to be able to offer 1,000 schools a $2,000 grant to either create or expand an existing school garden. The nonprofit partner is New York City-based FoodCorps, a subset of AmeriCorps so new the ink on the logo isn’t yet dry.

FoodCorps is a service corps of young people…think early post-college age kids… who committed to a three-fold mission:
  • “Deliver hands-on nutrition education"
  • “Build and tend school gardens"
  • “Bring high-quality local food into public school cafeterias"
The first 50 fanned out across the USA early this month. You may have read Mark Bittman’s column on the rollout in the New York Times 23 August 2011. Bittman writes that the inaugural group of FoodCorpsmen and women are, “smart, well informed, and articulate; (co-founder Curt) Ellis told me there wasn’t a day last week that he didn’t tear up from something that one of them said.”

They couldn’t be much more passionate about the cause than the young hipster who sold me the icon. He was bagging groceries when I offered to buy the paper icon. He then went into a sustained speech about how important school gardening is to health and well-being and how the store is currently scouting for local schools to participate.

Successful paper icon campaigns frequently are an example of the Pareto Principle in action: 80% might be sold by people like this clerk/bagger.

There’s a number of other things to like about this campaign.
  • Full color front and back, including an illustrative photo.
  • The headline is clear and serves double-duty as a call to action.
  • Use of the back to help tell the story.
  • The option for donations of $1 or $5. Even though most people will choose the $1 option it’s well worth it offer the second option.
  • UPC codes to speed transaction time.
  • Placement on the little counter with the credit card machine.
  • Branding for Whole Foods and FoodCorps.
All in all a well thought-out and well-executed paper icon campaign.

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…