#CMweekly: Heinz Ketchup Our Turn To Serve

Company: Heinz Ketchup
Cause: Human Services
Partner: Wounded Warrior Project & United States Organization
Website: http://www.heinzketchup.com/ourturntoserve

Program of Action
Heinz Ketchup launches Our Turn To Serve campaign benefitting Wounded Warrior Project and the United Service Organization (USO) to show appreciation to our American veterans. Heinz Ketchup asks diners to give thanks and scan a quick response (QR) code on the back of a 20-ounce bottle with a smart phone to send a personalized thank you to USO veterans. For each “thank you” sent and “like” on Facebook, Heinz will donate 57 cents, up to $200,000 in support of Wounded Warrior Project.

Each custom “thank you” with a personal message of appreciation created through the campaign will be sent to a USO veteran or an active military member. This is the first year Heinz Ketchup is launching the campaign and the company encourages Americans to pour on their appreciation for those who have served our country.

Best Practices
There are two main reasons why we are fans of Our Turn To Serve. First, Heinz Ketchup grabbed our attention and others’ by placing specially designed packaging on restaurant tables and grocery stores. While dining or grocery shopping, consumers’ attentions are caught by signs that display “Our Turn To Serve” or “Thank You Veterans,” which intrigue diners and others to discover more information about the campaign. Heinz Ketchup uses their product strategically by displaying a strong message in places Americans actively go on a daily basis. In addition, the message of the campaign leads with emotion as Americans feels prideful about the men and women who have served and are serving our country.

Secondly, QR codes are becoming more popular with the rise of smart phones (iPhones, Androids, Blackberries, etc.). According to research, 14 million Americans scanned a QR code in July 2011 and 53% of users are between the ages of 18 and 34. Heinz Ketchup uses the rising trend efficiently and at a great time to drive awareness, excitement and quick participation from diners and consumers who are of all ages and carry their phones almost everywhere they go.

Furthermore, the campaign site allows others to learn more about how they can get involved in their local communities, make their own donations, and customize a post card that is more meaningful to American veterans and military members.

Program Outcome
According to Heinz Ketchup’s Facebook page, the company has passed their initial goal amount of $200,000. However, consumers can still scan QR codes and send digital postcards to American veterans in an effort to support Wounded Warrior Project. We are excited to hear the outcome of Our Turn To Serve and encourage you to visit http://www.heinzketchup.com/ourturntoserve and send your appreciation to a troop!

Your CM Aficionados,
Amy and Kassie

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