Campaign: Virtual Food Drive
Company: Peapod by Stop & Shop
Nonprofit Partner: Food Bank for New York City
Launch Date: November 15, 2011
[/box]Campaign Description:
Food Bank for New York City and Peapod by Stop & Shop have launched a new initiative that allows donors to create a personalized Virtual Food Drive and invite other to donate. Similar to an online shopping experience, donors can place items in a shopping cart and check out as they make a donation. Other corporate partners have signed on to sponsor particular aisles within the virtual store. Peapod is offering a 'Thank You' code upon checkout to give donors a $10 discount off their next Peapod delivery of $100 or more.
Our Take:
This innovative approach to online fundraising provides consumers with an engaging way to both make their own donations and solicit those of friends and family. The partnership fit for Peapod is seamless and engaging additional corporate partners to sponsor individual aisle will further the reach of the initiative.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.