Buy Any Three, Give a Tree

Campaign: Buy Any Three, Give a Tree
Company: Fresh & Easy and Unilever
Nonprofit Partner: Arbor Day Foundation
Launch Date: September 26, 2012

Campaign Description:  

Regional grocer Fresh & Easy has launched a new ‘Buy Any Three, Give a Tree’ cause marketing campaign. Shoppers who purchase any three participating Unilever food brands including Breyers, Ben & Jerry’s, Best Food, Wish-Bone, Ragu and Skippy, will receive 33 percent off their purchase and Unilever and Fresh & Easy will donate a tree to the local community in partnership with Arbor Day Foundation (up to 25,000 trees).

Our Take:  

Cutting through consumer clutter often takes multiple incentives, as demonstrated in this cause marketing campaign. Consumers are enticed by not only a discount but also the promise of a good deed. Incidentally, next month’s Cause Marketing Masters webinar covers the topic of incentives in cause programs – join us!