Campaign: BeeWell for Life
Company: Bumble Bee Foods
Nonprofit Partner: American Diabetes Association®, WomenHeart: The National Coalition for Women with Heart Disease and Y-ME National Breast Cancer Organization™
Launch Date: March, 2012
Bumble Bee Foods has added a cause marketing upgrade to their signature health and wellness program, BeeWell for Life. Using a resource website, the program offers consumers the chance to earn points by logging the miles they walk, run or bike, completing weekly challenges and entering the calories they consume. These points then translate to money earned for their choice of three charity partners ($.10 donated per point earned up to $12,500 monthly). The website will feature monthly documentary-style webisodes (see below) featuring top ranked United States men’s tennis player, Mardy Fish with special appearances that include celebrity chef personality, Scott Leibfried.
We’ve started to see more of these message-focused umbrella campaigns that support “health” more generally, partnering with a variety of nonprofit partners that send a unified message of healthy eating, exercise and general wellness. Bumble Bee has donated $50,000 to each nonprofit partner and is encouraging consumers to earn an additional $150,000 in donations via online actions. The campaign’s robust Facebook integration will help drive users to this online community but it will take sustained and dedicated effort to keep consumers coming back in the crowded space of online health portals. Overall a well-rounded effort by Bumble Bee.