XPO Brands donates its time to help Thankyou Group with new campaign in Coles Supermarkets
XPO Brands has today launched its first pro-bono project for Thankyou Group’s range of mueslis, with a campaign to encourage sampling and raise awareness in Coles Supermarkets.
Thankyou Group funds life-changing short-term food aid and long-term food programs in developing nations. Products are manufactured locally, with each purchase funding life changing projects in the developing world. The sampling campaign to help raise awareness of this important cause and its muesli products will run for three weeks from today in Coles Supermarkets in Sydney and Melbourne, backed by a social media promotion, all created by XPO Brands.
Says Sally Tobin, managing director, XPO Brands: “XPO is a big follower of the Thankyou cause. When we heard this social enterprise had been successful in securing Thankyou product ranging in Coles and Woolworths, we wanted to help them put energy behind the brand and build advocacy. Every packet of Thankyou product purchased, results in one week’s supply of immediate food relief in emergency situations. It’s about making a change for good.”
To help extend the campaign’s reach, XPO also brokered a partnership with leading organic yoghurt brand five:am, another socially-conscious organisation with strong community ties. As a result, five:am organic yoghurt will be sampled in conjunction with Thankyou muesli throughout campaign.
XPO has also utilised social media to generate further awareness, creating a promotion using #makeachangeforgood. For every product sampled, Coles’ consumers can lodge their support using the hash tag, and spread the word immediately for their chance to win product hampers. It is hoped that each support pledge will result in an additional reach of over 300 consumers, giving the cause a significant boost.
Says Alisha Byrne, XPO Brands, client services director: “We decided to take a different approach with our sampling campaign idea. Having secured this partnership, we felt it important to drive the cause forwards. Both these brands have a massive social following, so we’re leveraging strong social strategies to extend the products’ reach.”
MasterChef All Star and Thankyou’s chief taste officer Callum Hann has also joined the campaign, making guest appearances at a number of Coles supermarkets and encouraging consumers to #makeachangeforgood
XPO Brands donated it’s time to Thankyou Group to execute this project.