Partners Glad to Help 'Cookies' Cause

Califon, N.J. — The Clorox Co.'s Glad brand and New York-based specialty housewares company OXO were among the sponsors and promotional partners for a cause campaign from Califon-based nonprofit Cookies for Kids' Cancer.The organization raises funds for pediatric cancer research through local and online bake sales with the help of retail partners such as Ace Hardware, Denny's, Jersey Mike's and Starbucks, as well as locally owned specialty shops. (Other partners include Smart Design USA, New York; Uline, Pleasant Prairie, Wis., and Jacqueline's Gourmet Cookies, Salem, Mass.)Glad recognized the role its products (e.g., plastic wraps and baggies) play at bake sales and wanted to contribute to the cause, says Bob Hillman, Glad brand manager. Glad, which has donated more than $700,000 to Cookies for Kids' Cancer, urged its consumers to raise an equal amount by promising to donate 10 cents (up to $100,000) for every real and virtual cookie sold, exchanged and given during December 2011 on the Glad Facebook page.) The holiday promotion kicked off at a "New York Cookie Exchange" hosted by Glad that enlisted the help of celebrity Ivanka Trump. Glad, which got people involved "at a grassroots level doing what some love most – baking," according to Hillman, met its matching dollar target.At OXO, an internal "Good Cookies Team" supported the manufacturer's network of independent gourmet specialty stores (i.e., locations that sell OXO products) by promoting and executing Cookies for Kids' Cancer events. OXO then matched $100,000 of the total raised by the retailers.Each merchant that registered for an event received an OXO Retailer Tool Kit that provides materials to prepare for, promote and execute the fundraiser. The kit contained a press release template that stores send to local media, with many of the bake sales featured in local newspapers and TV news segments. "The media coverage both prior to and during the events was a large driver of current and new customer traffic," says Lauren Willis, OXO's specialty store sales manager and director of the cookie program.Stores also received customizable email blasts, flyers, window decals and in-store signage. Co-branded OXO/Cookies for Kids' Cancer postcards were used as bag stuffers in the weeks prior to an event. "These were important tools in getting current customers back in the door, and helping to build awareness and loyalty among each store's existing customer base," Willis says.In related activity, OXO produced a limited-edition "Good Cookie Spatula" that was etched with the message, "Be a Good Cookie." A portion of the proceeds goes to the cancer research program. "The spatula is an easy way for stores to get involved, especially for larger national chains with limited flexibility in promotions on a store level," Willis says. An online "Good Cookie Spatula" locator tool identified local stores carrying the item. Many independent retailers used the spatula as a giveaway for those who donated cookies to the sales. The donation drop-offs also drove store visits.Two OXO employees, Gretchen and Larry Witt, founded Cookies for Kids' Cancer after their son Liam was diagnosed with the disease. OXO came on as a corporate sponsor in 2011.

Partners Glad to Help 'Cookies' Cause

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