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CASE STUDY:
CAMPBELL'S | PINK LABEL CAMPAIGN ISSUE: Coyne PR was asked to increase awareness and create a rosy glow surrounding Campbell’s specially designed pink and white labels of Tomato and Chicken Noodle condensed soups. IDEA: The pink and white labels were available at Kroger grocery stores nationwide during Breast Cancer Awareness Month in October, with a portion of proceeds benefiting breast cancer awareness initiatives in markets across the country served by Kroger. Coyne PR went above and beyond by extending the message of the changing of the iconic red and white label past the food pages to include media that cover cause marketing efforts and National Breast Cancer Awareness initiatives. IMPACT: The campaign garnered 213 stories in October 2006, generating more than 61 million media impressions. Due to consumer demand, Kroger was forced to double its order for the two varieties in October 2006 compared to October of the previous year. Additionally sales of the Campbell’s Tomato and Chicken Noodle condensed soup varieties tripled over sales in October 2005. |
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Cause Marketing Case Studies
