Cause Marketing

In the TV show Seinfeld Jerry and George pitch NBC a sitcom they said was about nothing. Now the Vermont Foodbank is trying to get patrons at Vermont Hannaford Supermarkets to do Nothing about hunger in the state. The campaign by NAIL , an ad agency in Providence, Rhode Island, is called “Nothing Can End Hunger.” NAIL has already sold the effort to food banks in Ohio and 'Nothing' is due to launch today, Thursday, July 14, 2011 in benefit of the Vermont Foodbank. The video at the left is from the Ohio portion of the campaign’s website, www.Nothing.org . Here’s how it works, Hannaford stores are selling empty but labeled cans of ‘Nothing’ for $2.99. The cans are slotted, apparently so that one could take it out to solicit donations for the Vermont Foodbank , although the press release was vague on this point. But by itself the $2.99 derived from the sale of the cans of Nothing helps provide 18 meals. In effect, it's a dressed up paper icon campaign. It’s all wonderfully cl...