A recent flyer from a local grocer with about 10 stores in the chain features two cause marketing campaigns and is timed specifically for the holiday season, one for the local food bank and one for the Salvation Army’s Angel Tree program. For me this raises a question; regardless of how generous the intent of the grocer, how many cause campaigns can a retailer reasonably sustain at a time? Although these are both full-page images, I didn’t crop them so that you could get a clear sense of the amount of space the grocer, called Macys, devoted to both causes in the same flyer. The food bank effort is in some ways an analog to the Chamber of Commerce paper ico n campaign I profiled on Monday, November 15, although it is not the same effort. And it’s not a paper icon campaign. When you’re in the store, purchase a bag of food and pick your favorite team and the food goes to the associated food bank. The team whose fans donate the most food and money get bragging rights for the year. Of cour...
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