e-Labels for Education Earns GOLD Reggie Award
27 April 2009 | By Popsop Team
Campbell Soup Company and MARS Advertising partnered with The Kroger Company to create an innovative way to update the Campbell’s Labels for Education program.
The effort has earned Campbell and MARS Advertising a Gold REGGIE® Award for shopper marketing from PMA, the Association for Integrated Marketing.
Through its Labels for Education (LFE) program, Campbell has supported schools throughout the U.S. for over 30 years. The LFE program supports schools by helping them obtain educational resources they might not otherwise be able to afford, such as computers, recess equipment, musical instruments and more.
Parents, students and the community work together to clip and collect UPCs from the labels of eligible Campbell products and redeem them for the items schools need most.
To contemporize the LFE program, Campbell and MARS partnered with Kroger to take LFE online, directly engaging households that participate in Labels for Education and creating an easier way to collect LFE points. The online LFE program, called “e-Labels for Education,” allows participants to electronically collect LFE points through shopper card purchases at Kroger and the Kroger family of stores.
Participants simply register online and designate the school to which they’d like to have their product points apply. After that, every time a shopper uses his or her Kroger shopper’s card to purchase a qualifying LFE product, LFE points are automatically accumulated in the shopper’s e-Labels account. The digital technology platform to link purchases of qualifying products and convert them to LFE points was developed by YOU Technology of Brisbane, CA, the firm that also hosts the e-Labels for Education website.
Read the full press release here at Campbell Soup website
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Tags: Campbell Soup, food
