Chipping in for Children

Challenge:

Helping a Retailer Support a Good Cause

National brands such as Johnson & Johnson, Kraft Heinz, Nabisco, Anheuser-Busch and others strived to earn incremental display space in-store and create value for their retailer partner, Walmart.

Solution:

Leveraging the Right Relationships

We aligned complementary brands around a key Walmart initiative, Children’s Miracle Network, rather than compete with brands leading their own individual programs. The Chipping in for Children program included:

  • In-store activation, social media, and email campaigns to support the cause
  • Cooperative fundraising that supported Children’s Miracle Network on behalf of Walmart
  • Coordination of charity golf tournaments bringing together local community businesses
  • Strengthened Walmart’s connection to local communities by allocating charitable proceeds to Children’s Miracle Network affiliated hospitals

Results:

A Win for the Community, the Retailer, and the Vendor

To date, the initiative has raised over $1 million for Children’s Miracle Network hospitals across the country. Participating vendor partners saw an average incremental in-store lift above 33%.

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