Brands, Retailers Help 'Believe in Heroes' Grow

Jacksonville, Fla. — With the number of participating retailers increasing from 67 to 72 this year and the number of participating manufacturers up eight to 56, it's clear that the industry believes in Acosta Marketing Group's "Believe in Heroes" campaign. Launched in 2010, the campaign raises funds and heightens awareness for Wounded Warrior Project, a nonprofit organization devoted to helping wounded veterans.The list of retailers included A&P, Ahold, Delhaize's Food Lion, H-E-B, Price Chopper, Rite Aid, Safeway, Spartan Stores and Wakefern's ShopRite, while the manufacturers/brands list featured Nestlé's Purina and Gerber, Sun Products, Clorox Co.'s Burt's Bees, Campbell Soup Co., Dr Pepper Snapple Group, Procter & Gamble's Duracell, Kellogg Co., Johnson & Johnson's Splenda and Seattle's Best Coffee, among others."The effect of cause marketing is such an important role for brands to break through the noise and connect with consumers as shoppers," says Ramin Eivaz, chief marketing officer, Acosta. "It delivers not only the traditional product benefit, but also a higher emotional benefit from the standpoint of doing the right thing for their social environment, for the community and in this case for the wounded heroes."Acosta's budget for this campaign, which ran from Sept. 11 through November, increased this year, but Eivaz declined to provide specifics. Manufacturers pay an undisclosed fee to participate, with a portion sent to the Wounded Warrior Project. Acosta claims it raised a total of $3.5 million in 2011, excluding online donations and licensing. The goal for 2012 was $4 million, while also increasing awareness and increasing sales for the participating retailers and manufacturers.Acosta increased circulation of a supporting national FSI this year; it published Nov. 4 with an anticipated circulation to 53 million households. Each participating brand offered a high-value coupon, and the FSI also drove consumers to a website where they could donate.There also was a greater emphasis on social media and public relations this year, including blogger outreach and assets the partners could use in social media marketing. And the Wounded Warriors Facebook page pointed consumers to participating retailers.In-store, Acosta placed shelf talkers supporting the participating brands in 10,000 stores. Many retailers customized the campaign, and some solicited donations at checkout.Purina supported the effort for the second straight year, including participation in the Acosta FSI, as well as a half-pallet shipper display with a "Believe in Heroes" header. "[Veterans] are great people that do a great thing every day, and the sacrifices they make are significant," says Paul Cooke, vice president/director of industry and trade development at Purina.Sun Products included Wisk, All and Snuggle in the campaign. Along with the FSI, the manufacturer used hang tags to communicate its involvement with the campaign for the second year. The tags appeared in every Defense Commissary Agency chain. Additionally, Sun Products conducted an employee fundraiser in November, with the company matching donations.News America Marketing, New York, worked on the FSI and digital delivery of the coupons. Vault Communications, Plymouth Meeting, Pa., provided public relations and social media-related services.

Brands, Retailers Help 'Believe in Heroes' Grow

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