Campbell Soup Company and MARS Advertising, Inc., partner with The Kroger Co; use digital shopper marketing strategies to expand education support program
Camden, N.J., April 22, 2009 – By replacing a clip with a click, Campbell Soup Company and MARS Advertising partnered with The Kroger Company to create an innovative way to update the Campbell’s Labels for Education™ program. The effort has earned Campbell and MARS a Gold REGGIE® Award for shopper marketing from PMA, the Association for Integrated Marketing.
Through its Labels for Education (LFE) program, Campbell has supported schools throughout the U.S. for over 30 years. The LFE program supports schools by helping them obtain educational resources they might not otherwise be able to afford, such as computers, recess equipment, musical instruments and more. Parents, students and the community work together to clip and collect UPCs from the labels of eligible Campbell products and redeem them for the items schools need most.
To contemporize the LFE program, Campbell and MARS partnered with Kroger to take LFE online, directly engaging households that participate in Labels for Education and creating an easier way to collect LFE points. The online LFE program, called “e-Labels for Education,” allows participants to electronically collect LFE points through shopper card purchases at Kroger and the Kroger family of stores. Participants simply register online and designate the school to which they’d like to have their product points apply. After that, every time a shopper uses his or her Kroger shopper’s card to purchase a qualifying LFE product, LFE points are automatically accumulated in the shopper’s e-Labels account. The digital technology platform to link purchases of qualifying products and convert them to LFE points was developed by YOU Technology of Brisbane, CA, the firm that also hosts the e-Labels for Education website.
“The e-Labels program gave us the opportunity to expand the reach of LFE by engaging new consumers and communicating more effectively with our existing LFE community,” said Anne Pizarro Sagel, Senior Manager Integrated Marketing and Director of Campbell’s Labels for Education program. “We were very pleased with the effort, as it helped strengthen our connection to Kroger shoppers,” she continued.
The program was successful on several levels. By the end of the six-month trial period, 35 percent of E-Label users were first-time LFE participants, and more than one-third of the designated schools were new to the LFE program. In addition, 22 percent of E-Label users did not have children living at home, suggesting that relatives, friends and neighbors were supporting their school through e-Labels.
“This is a perfect example of how a valuable equity like the Labels for Education program and a great retailer can partner to achieve their collective objectives by focusing on what is important to the shopper ,” said Bill Haveron, Director, Shopper Marketing, MARS. “e-Labels helped re-energize Labels for Education and make it more relevant to today’s consumers, while at the same time provided an easier way for Kroger’s time starved shoppers to support their community.”
The REGGIE® Awards are held annually and recognize the year’s best promotions and integrated marketing campaigns. The REGGIE® Awards name is derived from “cash register,” with the idea that the register rings as the result of an effective marketing campaign. The 2009 REGGIE® Awards were presented at a special ceremony on the evening of March 10, 2009, as a part of PMA’s annual integrated marketing conference in Chicago.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soup, baked snacks, and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” and “V8.” For more information on the company, visit Campbell’s website at www.campbellsoup.com.
Founded, in 1973, MARS Advertising, Inc., is the No. 1 shopper marketing firm in the United States. Shopper marketing is the discipline of interpreting authentic shopper motivation and insights within the context of both the specific retailer and brand objectives, to bring forward the actionable strategies, ideas and solutions that enhance both the shopper’s experience and the business results for the brand and the retailer. For more than 30 years, MARS has helped clients understand the shopper mindset and purchase-decision process. Working with high profile retailers and brands, the firm has more than 300 employees in 10 offices throughout North America. For more information, go to www.marsusa.com.
About YOU Technology
YOU Technology is an innovative marketing services company that revolutionizes the way brand manufacturers and retailers connect with their consumers. YOU’s services (Consumer Insights, Digital Coupons, Loyalty Solutions, Promotions, and Collaborative Marketing) combine advanced personalization and multi-channel technology to deliver more compelling offers in a way, and at a time, that shoppers value them the most. The largest rely on YOU Technology every day to increase sales volume, consumer loyalty, and marketing campaign performance. YOU Technology is based in Brisbane, CA and Delray Beach, FL. For more information, visit www.you.net.
Elise Mitchell or Cydnee Cochran
On Behalf of MARS Advertising Inc.
Campbell Soup Company