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CASE STUDY:
SHOPRITE | PARTNERS IN CARING ISSUE: Coyne PR was challenged to raise awareness among ShopRite customers about the organization’s charitable division, ShopRite Partners in Caring – a year-round, community-based, hunger-fighting initiative that works with more than 70 food industry manufacturers to provide donations to charitable agencies in New York, New Jersey, Connecticut, Delaware, and Pennsylvania. IDEA: Since 2004, Coyne PR has been leveraging ShopRite’s existing promotions and partnerships with key vendors, such as General Mills, Kraft, and Proctor & Gamble, to fully benefit the Partners in Caring program. The team has taken what used to be a simple mention in the weekly circular, and created full-blown consumer events. In working with General Mills, Coyne PR has promoted the sale of Cheerios with a portion of the proceeds going to ShopRite Partners in Caring. The campaign included an essay contest that encouraged local ShopRite shoppers to nominate a hunger-fighting hero in their community to be featured on a limited-edition Cheerios box. Through a partnership between ShopRite and Kraft, Coyne PR helped coordinate and promote the New York Jets Taste of the NFL and the Taste of the Giants food-tasting fundraisers to benefit ShopRite Partners In Caring. Coyne PR also teamed with Proctor & Gamble to promote the limited-edition Pringles cans that featured “100 Ways to Make a Difference” on the brand’s Pringles Prints. Leveraging the arrival of cup stacking as the newest phenomenon in schools, the team coordinated “Stack Up For Hunger,” an event coinciding with the sale of the limited-edition Pringles Prints, where professional cup stackers spent the day in Philadelphia teaching young children how to stack cups. IMPACT: Coyne PR’s efforts have been worth checking out – the team has secured more than 40 million media impressions to date. In fact, a recent poll boasts that in 2008, 36 percent of consumers were aware of ShopRite Partners in Caring, which is up 10 percent from 2005. |
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Cause Marketing Case Studies
