Feeding America – The Loop

Campaign Description:  

Groupon recently offered a special cause marketing deal to consumers:  donate $11 and feed a family of four for 2 weeks.  Pepsi pledged to match each donation up to $250,000.  Simultaneously, to launch a new “Groupon Now” feature, Groupon offered $1 lunches for one day and donated a portion of the proceeds to Feeding America as well as offered consumers the opportunity to participate in the $11 donation “deal”.

Our Take:  

This is a fantastic example of integrating cause marketing into an existing, well-loved platform.  Groupon has made significant advances since last year’s cause-related Superbowl fiasco, this particular campaign being a prime example. Involving Pepsi to up the incentive to participate is a new and well-advised twist.  This ‘get-something/give-something’ approach is clearly compelling to consumers and Groupon has trained their audience well to act quickly – this time for a good cause.