Cause Marketing

Now through November 11, 2011 participating IGA stores across the United States are offering $0.05 to the Wounded Warrior Project for each case of certain private label food brands sold. This is an echo of a similar effort from participating IGA stores undertook for the Wounded Warrior Project from Memorial Day last May through Labor Day earlier this month. Only instead of private label foods it was for cases of IGA private label water and the donation amount was $0.10 per case. In turn, that seemed influenced by a campaign Kroger did for breast cancer research in October 2010. IGA is a huge buying and distribution cooperative for 5,000 member stores in 40 countries. The Wounded Warrior Project is a nonprofit charity that raises money and awareness for the nation’s injured service members. I became aware of this effort via a news announcement from the IGA in tiny Wendell, North Carolina, east of Raleigh. I’ve been agitating for private label cause marketing in these pages since Nov...