Godiva Chocolatier has launched its first global cause-marketing initiative, starting with programs at the U.S. national and local levels.
The Lady Godiva Program is geared to recognizing women around the world who contribute to their communities and inspire other women to do the same.
The program is kicking off this month by naming Lauren Bush Lauren, co-founder of FEED Projects, as its first honoree on a national level. To date, FEED Projects and the FEED Foundation have provided more than 60 million school meals to children living in 62 countries around the world through the UN World Food Programme school feeding program.
Timed for Mother’s Day, Godiva is offering “FEED 10” tote bags for sale ($25) in Godiva stores and on Godiva.com. Purchasing a bag will provide 10 school meals to children in African cocoa-sourcing countries, and the bags are being created by women in Liberia -- creating jobs for them, according to Godiva and Lauren.
Also through its boutiques and site, Godiva is offering special deals on combined purchases of its Spring Gold Ballotin chocolates and a FEED 10 bag ($5 off for a 19-piece Gold Ballotin box-plus-bag or $10 off for a 36-piece box-plus-bag).
Godiva will continue its partnership with FEED through 2013 with additional products that benefit other regions around the world. The program’s next national honoree will be chosen after 2013.
At the same time, the company has launched an online community in a dedicated area within its site encouraging women 21 and older residing in the U.S. to nominate women in their communities to receive local recognition/awards.
Each season (starting with summer 2012), three finalists/honorees per region (nine total) will be chosen by the public through online voting. Each finalist will each receive $1,000 to be used for her community/charity work, at her discretion. At the end of the year, judges will choose among the local finalists/nominees to award a grand-prize winner, who will receive $10,000 to be used for her community/charity work, at her discretion.
According to Godiva, the program will also expand globally through localized programming and participation in international regions.