Meijer Produces for a Cause

Meijer leveraged October’s designation as “Breast Cancer Awareness Month” with the help of packaged goods manufacturers and AugustineIdeas’ “Pink Ribbon Produce” program.As in previous years, the Midwestern retailer joined with select manufacturers to pledge $200,000 toward “the fight against breast cancer.” (See "Seasonal Store Check ..." in Related Articles.) This year’s participants were General Mills, Schwan’s Consumer Brands, Kraft Foods Group, Nestlé, Coca-Cola Co., Unilever, Dr Pepper Snapple Group, Cargill, Snyder’s-Lance Inc., MegaMex Foods, Pinnacle Foods and Herzel Canning Co.A two-page feature in the retailer’s Oct. 4 circular spotlighted pink products from Mills’ Yoplait and Pillsbury and Schwan’s’ Freschetta while plugging the donation.Meanwhile, Meijer again took part in the annual Pink Ribbon Produce effort conducted by Roseville, CA-based AugustineIdeas, which raises funds for the National Breast Cancer Foundation with help from partnering suppliers and retailers. (Harris Teeter and Price Chopper also participate. See "Seasonal ...") Meijer pledged a minimum donation of $15,000, encouraging shoppers to buy produce from participating suppliers. The mass merchant has raised approximately $109,000 for breast cancer causes since joining the program in 2007.Meijer’s supplier partners this year were Andrew & Williamson Fresh Produce, DNE, Dole Foods, Highline Mushrooms, Mastronardi Produce, NatureSweet, NewStar Fresh Foods, Paramount Citrus, Southern Specialties and Westmoreland TopLine Brand. The partners were identified in a downloadable list on the program’s website (at pinkribbonproduce.org).In stores, signs distributed brochures delivering information on healthy living, breast cancer detection and the NBCF, along with a recipe for "California classic salad" using Dole, Topline and Highline produce. A QR code in the brochure linked to pinkribbonproduce.org/meijer. The sign and brochure both touted a new mobile component of the program that lets consumers send text messages to make $5 donations.The mass merchant also hosted back-to-back “women’s health” and “Pink Ribbon Produce” events in stores on Oct. 6, offering sampling, demonstrations, giveaways and a free “Healthy Living” booklet.Circular features beginning Oct. 11 identified the Pink Ribbon Produce items while other ads employed a “Live healthy for the fight against breast cancer” message. A Sept. 30 email ad plugged the produce in-store event.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Dollar General Steps Up Focus on Produce

2023 OmniShopper Awards: Collaborative: Brand-Retailer