Campaign: Fresh Step Cat Hat
Company: Fresh Step
Nonprofit Partner: ASPCA
Launch Date: January 17, 2013
Fresh Step litter is taking cat videos upscale by hosting the Catdance Film Festival on Jan. 19 in Park City, Utah. Five, cat-inspired films will be screened along with other Catdance “official selections” commissioned by Fresh Step. A limited-edition, cat-inspired hat featured on the red carpet will be sold for $39.99 with 100 percent of the purchase price of each hat benefitting the ASPCA. Fresh Step has also donated $25,000 to the ASPCA in conjunction with Catdance according to MediaPost.
We like that Fresh Step included the ASPCA in their Catdance Film Festival and love that their cause promotion is incredibly simple: 100% of the purchase price goes to the charity. Also of note: the charity is selling the hats via their online store ensuring they receive customer names and contact information, a key piece of data often missing in cause partnerships.