Pink Produce Promo Returns for Cancer Awareness Month
Next month, for the fourth consecutive year, a large swath of the country’s produce brands will launch a campaign to drum up charitable support for local affiliates of the Susan G. Komen for the Cure cancer-awareness effort with cause marketing.
The Pink Ribbon Produce campaign will use in-store promotions to drive breast-cancer awareness through produce sales at participating stores in the Harris Teeter, Price Chopper and Meijer retail market chains. Participating suppliers have committed to donate either a flat dollar amount or a sum based on the percentage of products sold during the promotion dates.
This year’s roster of contributing produce suppliers is the largest in the fund’s history and includes names such as Dole Fresh Fruit, Double Diamond, Fresh Express packaged salads, Southern Specialties, the Chilean Avocado Importers Association and Country Fresh Mushrooms.
Produce in the campaign will go on sale Oct. 4 in participating stores in the Matthews NC-based Harris Teeter chain and the grand Rapids MI-based Meijer chain on October 4 and be available through October, which is National Breast Cancer Awareness Month. The promotion will launch on Oct. 11 in participating stores in the Schenectady NY-based Price Chopper chain.
Stores will direct shoppers to the participating suppliers with a pink ribbon logo on in-store signage and point-of-sale materials; in the past, they have also featured Pink Ribbon produce on in-store radio and in end-cap displays. In addition to explaining the charitable-giving portion of the campaign, content in the participating stores will offer advice on breast screenings and preventive health measures.
The campaign is being handled by Consumer Effects international, the cause-marketing agency that first conceived the effort back in 2006.
“This is a program that retailers and produce partners are passionate about because it impacts the lives of their employees, families and communities,” consumer Effects CEO Debbie Augustine said in a statement. “This is an opportunity to share information about breast cancer prevention that can really make a difference.”
