Acosta Brings Veterans Day to Supermarkets

Acosta Sales & Marketing activated its first national "Believe in Heroes" campaign in this week's co-op FSIs with a multi-page event supported by roughly 50 client brands and a host of supermarket chains.Benefitting the nonprofit Wounded Warrior Project, which raises funds and develops services for injured military veterans, the event centered on the list of participating brands from Campbell Soup Co., Hormel Foods, Dole Foods, H.J. Heinz Co., Sara Lee Corp., Domino Foods, Pinnacle Foods, Sun Products Corp., McCormick & Co., Dr Pepper Snapple Group, Annie’s Inc., Coca-Cola Co., Sargento Foods, Diamond Foods, Ken’s Foods, Ocean Spray Cranberries, Welch Foods, Morton Salt Inc., GFA Brands, Sanofi-Aventis, Kao Brands, Bayer Healthcare, Alcon Inc., Bic Corp., Beiersdorf Inc., Nestlé-Purina, Clorox Co., Georgia-Pacific, Procter & Gamble, Colgate-Palmolive, Johnson & Johnson, Waggin’ Train and Pfizer Inc.Each brand was identified with its logo in a spread that directed consumers to the campaign's website (believeinheroes.org), where they could download coupons from the participants (via News America Marketing's smartsource.com) and learn more about the organization and the program.Other ads in the event encouraged consumers to “put the veteran back in Veterans Day” by donating to the Wounded Warrior Project by phone, online or text, or by signing up for a United Services Automobile Association MasterCard that delivers funding to the nonprofit.Elsewhere, Procter & Gamble’s participating Pringles brand dropped its own FSI asking consumers to “open up a can of hope” with packaging carrying the “Believe in Heroes” name.The national event reached 50 million households and represents the culmination of Acosta's 2011 campaign, which kicked off on Sept. 11 and concludes on Veterans Day, Nov. 11. The effort also entailed feature and display activity at 65 retailers (see Attached File at right), along with in-store events at some locations, according to Acosta. See Related Promotional Activity for a rundown of some supporting activity that has taken place since Oct. 30.Acosta's first "Believe in Heroes" campaign was conducted in 2010 at Winn-Dixie with support from 13 brands. (See Image at right.) The effort raised $200,000 for the Wounded Warrior Project. Acosta later gifted the campaign's name to WWP, which allowed the organization to solicit non-packaged goods partners such as Budget Rent A Car for the 2011 effort.Walmart also conducted a campaign supporting the Wounded Warrior Project in 2010. (See Related Articles.)

Acosta Brings Veterans Day to Supermarkets

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