The e-card, showing photos of a red barn in a snowy field, bears the greeting: "Think kindly, act gently, care deeply, give freely. Sponsored by Campbell's Soup," along with the explanation about the $1 per-click (up to a maximum of $250,000) FFA donations. Senders can include a personal message of up to 500 words.
The card has clearly drawn the desired response: The link to the associated Campbell's HelpGrowYourSoup.com site states: "Thanks to supporters like you, we've reached our donation goal! Explore our site to learn how we're helping to support the future of American farming."
advertisement
advertisement
Campbell's has an entire 44-page brochure dedicated to detailing its various corporate social responsibility initiatives, including numerous programs supporting agriculture and the farming community, a long-time focus. The company is, of course, also extremely skilled at deriving brand benefit for its worthy contributions through cause-related marketing.
The other Campbell-sponsored card on the Hallmark site consists simply of a black-and-white photo of stones and two daisies in a stream, with room for a 500-word personal message ... and the red-and-white Campbell's logo. The card's caption (not seen by the recipient) describes it as "Neighbor in Need"--apparently Campbell's way of providing a low-key format for reaching out to someone in distress.