Best Retail Campaign
Agency: TracyLocke
Campaign: PepsiCo Kroger Breast Cancer Awareness
Client: PepsiCo
More than 180,000 women in the U.S. are diagnosed with breast cancer each year and national grocery chain Kroger, which has 2,461 stores, raises millions of dollars annually for the cause. Its ‘Giving Hope a Hand’ campaign relies on packaged goods partners like PepsiCo to drive shopper participation in-store and in the community.
In 2009, PepsiCo’s marketing efforts for this campaign featured breast cancer survivors as the heroes. In 2010, PepsiCo wanted to acknowledge that women face breast cancer together with family and friends, and that loved ones, who help them through the ordeal, are the very reason women fight to survive.
PepsiCo used merchandising displays, packaging and online and social media activities to celebrate women who work at either Kroger or PepsiCo and have survived breast cancer. In just two weeks, Through life-size standees, they featured a survivor and her supporter – 18 in all, each featured in the region where she lives and works, to reinforce local relevance.
Custom packaging told their stories. Pink was added to Pepsi’s red, white and blue designs across nine brands: Pepsi/Diet Pepsi, Frito-Lay, Sun Chips, Baked Lay’s, Gatorade, Stacy’s, Quaker Oats, Tropicana and Lipton.
In all, Kroger’s SharingCourage.com profiled 67 women and their supporters (including 18 from PepsiCo), sharing stories of hope through photos, essays and videos. A Wall of Hope let visitors leave inspiring and supportive messages; a calendar of Kroger-sponsored events provided information and resource links.
PepsiCo videoed emotional on-set interviews and posted them on YouTube and at SharingCourage.com. Facebook and Twitter extensions gave the stories wider reach, and for each Facebook Like, Kroger donated $1 to the cause ($58,000 in all).
As part of its annual support, PepsiCo contributed $800,000 to Sharing Courage to help Kroger, which raised $3 million in total, support research, fund mammograms and educational outreach and assist local support groups for women and families.
Pepsi’s nine brands saw a $16.3 million lift in incremental sales with 5% of that lift at Kroger. Sharing Courage generated 58,000 Facebook Likes and 1,500 Twitter followers. Survivors were honored to be involved.
Network
