Cause Marketing

On the left is an FSI page from Sunday April 5. The FSI (or Free-Standing Insert) is for Dunkin’ Donuts coffee in the grocery store, and the advertiser is Smuckers, which makes the coffee and licenses the Dunkin’ Donuts mark . Opposite the coupon on the bottom left is a small blurb from Dunkin’ Donuts itself which promotes a cause marketing effort on April 21, 2009 that benefits Homes for our Troops . The 501 (c)(3) charity in Taunton , Mass. helps severely injured servicemen and women either build new homes or adapt existing homes for handicapped accessibility. Homes for our Troops is a good and worthy cause The trimmed size of the full FSI measures 10.75" x 6 7/8" (27 x 17.5cm), which is plenty for Smuckers’ purposes. But the 2.25" x 3 5/16" (5.7 x 8.5 cm) size of the Dunkin’ Donuts portion of the FSI is quite small. You can make out the black type that explains the campaign just fine, but reading the details in the reversed white type at t...