Yesterday, December 22, 2010, I bought this paper icon at a local chain of 31 stores called Fresh Market , which is owned by a large grocery co-op headquartered in Utah, called Associated Foods . Sales of the icon benefits the hungry, women's shelters, military families, and community centers... based on what the individual store decides . Paper icon campaigns and their new-age descendents have been with us for two decades now and it seems that everybody thinks they know how to do them. I see a lot of these kinds of campaigns (and buy every new one I see). The Alden Keene Cause Marketing Database now has dozens of examples. My analysis of the paper icons in the Alden Keene Cause Marketing Database is that only those who have been doing paper icon campaigns for a long time are any good. In the spirit of improving this campaign, which I think shows promise, here’s what I suggest: Scratch the other charity options and just go with food banks. Fresh Market is a store. It feeds people. ...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.