Campaign: Send “Cheer” to Military Families
Company: General Mills “Cheerios” Brand
Nonprofit Partner: USO
Launch Date: Fall 2011
[/box]Campaign Description:
Cheerios has rolled out specially marked packages of its well-loved cereal that double as a thank-you postcard to be sent to military families via the USO. Cutting out the upper left-hand corner of the box (the “Cheer” in “Cheerios”) reveals a postcard on the other side on which messages of thanks can be written and mailed. For each postcard received, Cheerios will donate $1 to the USO. The brand has already donated $150,000 and will donate up to an additional $100,000 based upon the number of postcards received by November 30, 2012.
Our Take:
We love that this cause marketing campaign utilizes existing packaging to enable consumers to take a tangible, personal action on behalf of military families. Incentivizing postcard mailings with a donation makes it that much more compelling.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
