Campaign: Give & Give Back
Company: Beaulieu Vineyard
Nonprofit Partner: Feeding America
Launch Date: December 19, 2011[/box]
Building on a hunger initiative launched this fall, Beaulieu Vineyard has launched a consumer-facing online challenge called Give & Give Back. The winery is asking Americans to commit at least 1 million volunteer minutes to food banks, soup kitchens and hunger relief agencies nationally. The site provides volunteer opportunities, a chance to pledge volunteer minutes and a coupon for a purchase of wine.
This is a unique twist to a traditional donation campaign, designed to loop in consumer participation, always a laudable goal. The winery is obviously serious about this initiative, with a custom-designed app on its Facebook page to promote its commitment to ending hunger in America. In this highly competitive industry, a creative cause-focused initiative is a smart way to engage wine-lovers. However, using an online platform to ask consumers to take offline action can be tricky.