Campaign: Celebrate with Organic
Company: Stonyfield and Organic Valley
Nonprofit Partner: Wholesome Wave
Launch Date: November 7, 2011
[/box]Campaign Description:
Organic dairy partners Stonyfield and Organic Valley have teamed up in a holiday contest that benefits nonprofit Wholesome Wave which provides locally-grown foods to underserved communities. Consumers are incentivized to visit the campaign page weekly for a chance to win a year of free Stonyfield or Organic Valley products, as well as one grand prize of one year’s worth of products and a $1,000 gift certificate to Cooking.com. For each person that enters the contest, the companies will donate 10 cents each to Wholesome Wave (a total of 20 cents per entry). The minimum donation will be $30,000, the maximum, $50,000. The campaign also has a special blogger contest with similar prizes.
Our Take:
It’s always encouraging to see businesses partner up to support a worthy cause with a strong brand fit. This campaign does a tidy job of clearly setting expectations for minimum/maximum donations and incentivizes the consumer to return back to the site weekly to keep these particular products top of mind in what is undoubtedly an important and highly competitive sales season.
