Campaign: Give a Meal
Company: Bank of America, Rachel Ray's Yum-o! Organization
Nonprofit Partner: Feeding America
Launch Date: November 15, 2011
[/box]Campaign Description:
Banking on holiday generosity, Feeding America, Bank of America and Rachel Ray's Yum-o! Organization are encouraging consumers to “Give a Meal” by offering to triple donations.
Bank of America will donate $2 for every $1 donated up to $500,000 (in addition to a $1 million contribution) and Yum-o! will make a produce donation to Feeding America, up to 2 million servings of produce.
Our Take:
At a time of year when there are endless options for charitable donations, this campaign ups the ante with a 3-for-1 offer. We like that this campaign starts with a consumer donation and leverages Rachel Ray's celebrity and Bank of America's reach to extend the message even further.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
