Consumers love supporting brands that support causes, and c-store customers are no different.
The One For Me, One For You promotion from Mondelēz Canada takes cause-based brands one step further than a simple donation or prize. The promotion proves that it feels just as good to give as it does to win. Every time a consumer wins a prize, there’s a charitable donation to go with it.
How it works
Beginning October 1 through December 30, 2013, consumers can enter UPCs from participating Cadbury chocolate and/or Trident gum products on 1forme.ca or 1foryou.ca, giving them a chance to win the grand prize of $50,000, in addition, a $50,000 donation will be made to the charity of the winner’s choice from a list of participating Canadian charities. The drawing for the grand prize will be on January 6, 2014.
Give, give more, and give more often
In addition to the grand prize drawing, there are also more than 200 instant-win secondary prizes during the promotional period. Each instant win prize is paired with a matching donation. Here are some examples: a consumer wins a Cineplex gift card and Mondelēz Canada makes a donation to the Boys & Girls Clubs of Canada; a consumer wins Nike Free Running Shoes and a donation is made to the Terry Fox Foundation; or a consumer wins a PS4 Gaming Bundle, and a donation is made to the Make a Wish Foundation of Canada.
It’s simple: Canadians care about companies that care about causes. In a recent study that looked at how Canadians feel about companies that give, it found 70% of Canadians “would recommend” cause-related brands; 69% “would promote” cause-related brands; and most importantly, 67% “would switch” brands if a similar brand supported a good cause [source: 2012 Edelman goodpurpose® study].
Spread the word
To help c-stores generate buzz around this promotion, Mondelēz Canada plans to leverage the social media networks of the participating brands and charities, so the word will surely spread quickly among consumers.
Check out YCM September 2013 where you’ll meet Shirley Estey, who speaks about the benefit of cause-based promotions. We’ll also follow up with her in October to see how the promotion helped to boost sales in her store! Watch for those results right here on CCentral.
Do you plan to run this promotion in your store? We’d love to hear from you!