Lunch meat and reading. Interesting cause marketing combination.
As an old farm boy, I’ve always been intrigued about food. And coming from a family of teachers (grandmother, mother, wife, daughter), I’ve always been interested in reading.
So, I was fascinated about the announcement (http://bit.ly/l7GFz8)that Carl Buddig & Company was partnering with Reading is Fundamental (RIF) for a “To Be a Reader” cause marketing campaign designed to create reading awareness and raise at least $100,000 for the charity.
At first, I thought lunch meat and reading didn’t go together and might be another ill-fitted cause marketing campaign.
As I read the details, however, I discovered that Reading is Fundamental has crafted another well timed and linked cause partner much as they did with their Bedtime Habits for a Lifetime campaign with Colgate (http://bit.ly/ls0j0L).
Here’s why:
1) Note Buddig’s key messages that illustrate the harmony with RIF:
• The Be A Reader campaign builds on Carl Buddig & Company's interest in strengthening family values by urging moms and kids to discover the joy of reading.
• "Our brand has been nourishing young minds for more than 100 years, and we believe that reading and literacy go hand-in-hand with good nutrition to support a life-long love of learning."
2) Note the transparency:
• “Raise a minimum of $100,000 for children’s literacy programs.”
3) Note the specificity of programs:
• This summer children and parents will have the opportunity to read a book together online and share an essay about their experience for a chance to win one of three $1,000 scholarships.
• This fall families can participate in a sweepstakes for a chance to win a Scholastic book library and other prizes. Public relations and a Scholastic media campaign will spread the word about the promotions and encourage entries.
• Throughout the yearlong Be A Reader campaign, RIF and Buddig will host local reading celebration events and book distributions to provide free books and literacy resources to young children who rarely experience the thrill of owning their own books.
• On-pack graphics promoting the partnership will be featured on specially marked packages of Buddig lunchmeats through May of 2012.
4) Note the clarity of a deadline:
• May 2012
Whether you are building a national or a local cause campaign, the Buddig-RIF campaign outlines some key elements of creating a successful partnership that does good.
So, I was fascinated about the announcement (http://bit.ly/l7GFz8)that Carl Buddig & Company was partnering with Reading is Fundamental (RIF) for a “To Be a Reader” cause marketing campaign designed to create reading awareness and raise at least $100,000 for the charity.
At first, I thought lunch meat and reading didn’t go together and might be another ill-fitted cause marketing campaign.
As I read the details, however, I discovered that Reading is Fundamental has crafted another well timed and linked cause partner much as they did with their Bedtime Habits for a Lifetime campaign with Colgate (http://bit.ly/ls0j0L).
Here’s why:
1) Note Buddig’s key messages that illustrate the harmony with RIF:
• The Be A Reader campaign builds on Carl Buddig & Company's interest in strengthening family values by urging moms and kids to discover the joy of reading.
• "Our brand has been nourishing young minds for more than 100 years, and we believe that reading and literacy go hand-in-hand with good nutrition to support a life-long love of learning."
2) Note the transparency:
• “Raise a minimum of $100,000 for children’s literacy programs.”
3) Note the specificity of programs:
• This summer children and parents will have the opportunity to read a book together online and share an essay about their experience for a chance to win one of three $1,000 scholarships.
• This fall families can participate in a sweepstakes for a chance to win a Scholastic book library and other prizes. Public relations and a Scholastic media campaign will spread the word about the promotions and encourage entries.
• Throughout the yearlong Be A Reader campaign, RIF and Buddig will host local reading celebration events and book distributions to provide free books and literacy resources to young children who rarely experience the thrill of owning their own books.
• On-pack graphics promoting the partnership will be featured on specially marked packages of Buddig lunchmeats through May of 2012.
4) Note the clarity of a deadline:
• May 2012
Whether you are building a national or a local cause campaign, the Buddig-RIF campaign outlines some key elements of creating a successful partnership that does good.
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