Campaign: Launch of Five Point Snacks
Company: Five Point Snacks
Nonprofit Partner: Veterans Aid Foundation
Launch Date: Fall 2011
[/box]Campaign Description:
Five Point Snacks is a new “cause branded” company, selling premium-priced snack foods benefitting the Veterans Aid Foundation. Founded by two former advertising execs, the company promises to donate 11% of eventual profits. Pre-profit, a $.01, $.02 or $.03 donation will be made on each package sold.
Our Take:
Five Points’ pithy marketing slogans, clever packaging and cause angle will undoubtedly draw attention and interest. The founders are clear about their small donation on each bag sold. Percentage of profit offers are always vague; if they are willing to report on their profitability and treat this as a donation “kicker” perhaps this can fly on the transparency front. The ultimate question: Can this product line make it in the highly competitive snack marketplace?
The product itself is delicious. Getting in the door of the “salty snack” market by helping Veterans and their families (approx 19% of the U.S. population) is a good start. The VeteransAid foundation has many ways to help there cause marketing partners thru cross promotions with other corporations. BJ’s and Duane Reade both carrying this product have been invited to particpate in the Veterans Day parade in NYC which is televised. A 2012 National star studded televised concert is planned where any corporation that is selling this snack will be part of the marketing.I think its important that the foundation who the product company is partnering with help use their strength to bring the product to the public. In the end a win-win-win situation occurs. Equally important is the foundations choice of partners who have a great product in this case a delicious product and a big heart. The VeteransAid Foundation is helping raise funds and awareness for “grassroots” veterans organizations who are helping our returning heros with immediate needs from Post Traumtic Stress Disorder, homelessness, suicide prevention, disabilites and family issues. Those who stood up for us need to be stood up for now. Thank you Five Point Snacks for coming to there rescue!