It’s the time of year when great cause marketing campaigns are abundant. From cute displays with cause messaging to point of purchase sales, marketers have tapped in to the holiday spirit of giving.
Heinz Our Turn To Serve is a cause marketing that works. Launched in conjunction with Veterans Day in November, specially branded ketchup bottles were places in restaurants inviting diners to send a text or scan a QR code to send a digital postcard thanking veterans or those currently serving and/or like Heinz on Facebook. For each postcard sent and each like received on Facebook, Heinz will donate $0.57 to the Wounded Warrior Project.
Why does this campaign work?
It’s about timing. As I sat down in a busy restaurant Sunday afternoon, I spotted this unique bottle. I had time as I waiting for my food, and scanned the QR code to learn more. If this QR code was on a bottle on the shelf or an aisle display in a store, I am not sure I would have taken the time to stop and scan or text. But catch me when I have a few moments of downtime, and I’m in.
It’s simple. After scanning the QR code, I was taken to an extremely simple and mobile friendly website that let me send a virtual postcard of gratitude to my sister who is currently serving in Afghanistan (users do not need to know the email address of a veteran or service member to participate). Sending the postcard took less than 60 seconds. It was quick and easy to use and most importantly, mobile friendly.
Heinz asked. After sending the postcard, I was asked to make a personal donation to the cause. Too many cause marketers leave out this very important step. If I took the time to send a postcard, I’m interested. Ask for a donation.
After three back-to-back businesses asking for support in a cause marketing campaign on Sunday, Heinz Our Turn To Serve was the one that worked. If your company or nonprofit is launching a cause marketing campaign, take note from Heinz and consider ways to make the timing and mobile experience convenient and user-friendly. And don’t forget the ask!
