Campaign: Fruit for All Project
Company: Nestle’s Juicy Juice
Nonprofit Partner: Feeding America
Launch Date: June 1, 2012
Nestle’s Juicy Juice has announced a new cause marketing program to help alleviate summertime childhood hunger by delivering up to 35 million pieces of fresh fruit to Feeding America to support children and families at risk of hunger nationwide. June 1 through August 31, one piece of fruit will be provided to hungry kids and their families each time Juicy Juice is purchased, up to a maximum donation of $420,000. In addition to contributing with Juicy Juice purchases, families can volunteer at their local food bank or visit Juicy Juice’s Facebook page to complete challenges like games, quizzes and puzzles to earn even more fruit donations.
Fresh from our 10th Anniversary Conference where integrated campaigns ruled the day, this campaign provides a nice example of a cause marketing effort that’s both transaction-triggered and provides multiple digital points of entry including a Facebook gaming element. The message that the Juicy Juice brand tries to keep top-of-mind for consumers turns out to be the donation in this campaign: one serving of fruit – smart! The inclusion of an online coupon might boost this campaign’s ability to effectively measure its effectiveness and potentially improve purchase conversions.