Our Blog: Think Personality
- RSS Feeds
- Atom
- RSS 1.0
- 2.0
- RSD
- (What's RSS?)
« Ten Thousand Villages | Buy Stuff. Fight AIDS. »
October 4, 2006
Groceries for Breast Cancer
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
October is breast cancer awareness month and Kroger grocery stores are planning to donate $3 million as part of a "pink tag" event. Select products throughout the store will have pink tags and purchasing these products will help support breast cancer research and awareness. Campbell's Soup has also shed their familiar red and white label for a pink and white label on 7 million cans of chicken noodle and tomato soup, exclusively in Kroger stores. Campbell's will be selling twice the amount of soup they normally do in Kroger stores and will be donating $250,000 to the Susan G. Komen Foundation.
Campbell's donation amounts to 3.5 cents per can, and considering that they'll sell twice as much soup as normal, it's a win for everybody. Advertising Age points out the benefit of these kind of partnerships:
According to a 2004 survey on cause marketing done by Boston brand-strategy firm Cone, 91% of 1,033 consumers say they have a more positive image of a company or product when it supports a cause and 90% will consider switching to another company if it's aligned with a cause.
(link via Selfish Giving)
Trackback Pings
TrackBack URL for this entry:
http://thinkpersonality.com/cgi-bin/mt/mt-tb2006.cgi/53