The US-based Produce for Kids organization (PFK) launches its 2009 spring campaign in May with more sponsors participating than ever before, according to a news release.
More than 50 sponsors are set to take part across six retail partners. Sponsors will make a donation to Children’s Miracle Network based on how much of their product is purchased by consumers during the campaign time period.
In 2009, PFK plans to incorporate the Produce for Better Health Foundation’s “More Matters” messages into its communications as the result of a new alliance with PBH.
Last year’s PFK’s spring campaign raised a record US$487,807.23 for local children’s hospitals in participating retailer’s markets.
Seven retail chains, representing nearly 2,000 stores and 28 states, along with more than 40 sponsors participated in the effort, including: Acme Markets, Giant Food Stores (Carlisle Division), Harris Teeter, Kroger (Southwest Division), Meijer, Price Chopper and Publix Super Markets.
Since the start of the PFK program in 2002, with the help of sponsors and retailers, the association has raised over US$1.6m for children’s hospitals.
According to PFK, a 2008 study from Cone/Duke University found that 85 per cent of respondents said they have a more positive image of a product or company when it supports a cause they care about (unchanged from 1993). The study also reported that cause-related marketing can exponentially increase sales, in one case as much as 74 per cent.
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