Whole Foods Sends Kids Back to School Healthy
Whole Foods Market has moved its annual "Growing Healthy Kids" fundraiser a month earlier to tie it to the back-to-school season.
In stores, stanchion signs, door clings, digital checkout signs and standees encourage shoppers to donate to the Whole Kids Foundation, which funds grants that place salad bars, gardens and educational beehives in schools. Shoppers who give at least $1 can spin a wheel to win a lunchbox component including bananas, juice pouches from Coca-Cola Co.'s Honest Kids and granola bars from Clif Bar & Co.'s Clif Kid. A home page display ad on wholefoodsmarket.com, a Sept. 1 email blast and social media updates support.
Some of the campaign's sponsors are standing out with additional activity. Danone North America's Horizon Organic is pledging to donate $1 to the cause (up to $50,000) for every 12-pack of milk boxes sold throughout the September. In stores, framed signs use a "the best boxes for lunchboxes" message to promote the fundraiser along with sales pricing on the brand valid from Aug. 29 to Sept. 18. A supporting Aug. 29 Facebook update links to an article within the retailer's website offering tips for packing lunchboxes that incorporate Horizon and private label 365 Everyday Value.
General Mills' Annie's Homegrown pledged to match donations up to $1,000 made on Sept. 4, announcing the contribution via a Facebook update. Whole Foods also promoted the Growing Healthy Kids campaign in Sept. 5 Facebook and Instagram updates sharing promotional videos for Once Upon a Farm starring the brand's co-founder actress Jennifer Garner.
Stores in Chicago, New York, Los Angeles, and Marietta, GA, are hosting meal prep workshops led by social media influencers on Sept. 8 or 15 and donating proceeds from the $5 tickets to the Whole Kids Foundation. Email blasts and Facebook updates promote the events.