Campaign: Share the Buzz
Company: Whole Foods
Nonprofit Partner: Xerces
Launch Date: June 13, 2012
Whole Foods has launched a new cause marketing effort to bring awareness to the issue of declining honey bee populations. In June and July, the grocery retailer is asking consumers to share honey bee information via social networks and providing online videos and other educational materials. Between June 13 to 26, for each organic cantaloupe purchased at Whole Foods, 25 cents will be donated to nonprofit Xerces. A long list of vendors are also making donations to Xerces. With supplier and shopper support, Whole Foods Market is working to raise $180,000 to restore pollination habitats that Xerces will support.
Whole Foods typically pushes cause-related promotions to the local store level and allows individual stores to make decisions about which causes to support. This campaign is a much broader effort, incorporating vendors and a purchase-triggered donation along with strong educational, messaging and social media components and works to empower the consumer to take action. Also of note, Whole Foods’ prominent use of Pinterest to pollinate interest in this honey bee message.