Envy apples offered local retailers and shoppers a unique opportunity to show how much they cared last month, with the apple brand joining radio personality Ellen K, Gelson’s Markets, Albertsons/Vons/Pavilions and Bristol Farms to raise money for Children’s Hospital Los Angeles (CHLA).
The effort included customised in-store signage, social media, special Ellen K video endorsements and promotions which took place throughout the month of November, leading up to Ellen K’s live annual broadcast on 'Giving Tuesday' (1 December).
In conjunction with CHLA’s user-focused donation links and text messaging, Envy matched a portion of the retailers’ Envy sales during the promotional period and presented its combined contribution to CHLA on behalf of the participating retailers.
Another Giving Tuesday sponsor, Blueair, matched Envy’s donation, bringing the total to US$20,000.
“Our retail partners are best in class, not only for the top-quality products and service they deliver their customers, but for their charitable support, especially during an incredibly challenging year,” said Ambar Rodriguez, senior business development manager for Envy marketer Oppy. “Their willingness to partner with Envy to raise money for their community demonstrates the outstanding generosity of the companies and people within the produce industry, especially in SoCal.
We simply can’t say enough about Ellen K’s kindness and generosity to CHLA," Rodriguez added. "Her broadcast on Giving Tuesday warmed hearts and gave hope to listeners across Los Angeles and the US."
Indeed, Ellen K’s KOST 103.5 Giving Tuesday/CHLA broadcast drew donations from corporate sponsors and individual donors alike, including such donor celebrities as Dolly Parton, Gwen Stefani, Michael Bublé and Melanie Griffith.
As of 21 November, Los Angeles Envy sales had jumped 40 per cent year-on-year, compared to all other apples at +3 per cent year-on-year, Nielsen reported.