Campaign: Our Turn to Serve
Company: Heinz Ketchup
Nonprofit Partner: Wounded Warrior Project
Launch Date: November 1, 2011
[/box]Campaign Description:
With the approach of Veterans Day, consumers will find specially branded “Our Turn to Serve” Heinz Ketchup bottles in participating restaurants and have the opportunity to scan a QR code and send a personalized message to veterans via the Wounded Warrior Project. For each “Thank you” sent and each “Like” on the Heinz Facebook page, Heinz will donate $.57 to Wounded Warrior Project, up to $200,000.
Our Take:
This campaign is a great example of how using technology can turn something seemingly mundane into an item of interest. Although the campaign presupposes that users will have access to a QR code reader, the resulting engagement of a personal thank-you is simple and meaningful. We’re also pleased to know that the campaign encourages individual donations to Wounded Warrior and learn how to become involved with veterans in their local communities.
Does the money go directly to the person or to the system where its lost, mishandled, mismanaged, and spent on Bull S–t dinners for people to pat themselves on their back and think their doing a good thing… Produce a list of people who actually received the money directly…. How much of a tax break does the company get for advertizing this program?????
Thanks for your comment, Bryan. The reason companies like Heinz partner with reputable nonprofit organizations like Wounded Warrior is so money is allocated properly and actually directed to those who need it. I assure you these brands aren’t spending large sums of money without vetting their nonprofit partners to avoid misspending as you’ve referenced.
The Wounded Warriors is a great program and I know many wounded soldiers that have recieved help from this organization.
Thanks for your input! Always good to hear a personal tribute to a nonprofit organization.