I admit it. I buy Banquet sausage from time to time. (It’s not for me — really — it’s for the kids). This morning’s pre-school breakfast, however, caught my eye because ConAgra has a new promotion that seems to offer great potential in a variety of vertical markets and is highly adaptable even by small, local marketers.
ConAgra has partnered with Feeding America to make a donation equivalent to one meal to feed a hungry child every time one of its customers inputs a unique code from the back of one of its packages. The codes are input into a special campaign website, ChildHungerEndsHere.com, and each unique entry triggers an 11.1-cent donation to Feeding America, the cost to provide a child with one meal under its program.
- It is great PR by aligning the company with a great cause
- It encourages multiple sales of its products during the period of the promotion
- It uses an emotional appeal (stronger than financial in many cases) to woo new customers from competitors during the period of the promotion.
- It does a good thing regardless of the impact on its sales
This is a great way to boost sales among its own customers, too (you know ConAgra’s already loyal customers are purchasing extra packages right now, and ConAgra does, too!). Plus, if it can steal just a few of another brand’s customers during this period, the company knows that at least a few of them will stay.
How could your customers adopt this model? This might be a great opportunity to pitch digitally printed packaging to new or current customers. Even small companies could align with a local cause (a local food bank, pet shelter, or school). You set up a campaign-specific website and print unique codes on each digitally printed package.
If there are companies already making significant donations to local charities, that might be the place to start. Instead of them making a straight donation, they could use a program like this to boost sales at the same time . . . and you win the digital packaging business.