Jimbo`s...Naturally! and SuperFood Drive August 9 through

Jimbo's...Naturally! and SuperFood Drive
August 9 through September 12, 2010
Goal: Educate consumers on SuperFood and encourage them to give the gift
of health by donating non-perishable nutrient-dense food items and/or
a $10 cash donation to feed a family of four.
How did we inform consumers about the Drive?
-August Newsletter Tag
-November Newsletter Tag
-Store Signage included posters, shelf talkers & bag stuffers
•posters-placed in high traffic areas
throughout store, at registers, in windows
•shelf talkers-placed on
items found on shopping list
for easy identification
•bag stuffers-placed at
registers-staff either put into
grocery bags or handed to
customer with receipt
-SuperFood representatives were present in all locations at least one time during the month long
drive. The representatives set up at table at the front of the store and informed consumers about
SuperFood and how they could be part of it
Communication to staff
Memo
......................
From the desk of Kelly Hartford, Director of Marketing
To: Store Managers
Cc: Eddie
Date: Tuesday, August 3, 2010
Subject: SuperFood Drive
Good day All,
Jimbo's...Naturally! is partnering with SuperFood Drive (SFD), a local non-profit, for a summer food drive. The food drive will take
place August 9 through September 12. Customers can support the drive by purchasing food items on the shopping list (or similar to)
and/or with a $10 donation at the register.
Each store will receive the following:
-Food Barrels: will be delivered August 7 or 8; place at front of store
-Copy of the SFD press release
-SFD Talking Points: to be placed at each register for cashier reference
-Shopping List: place at customer service desk (and registers if space), deli & meat counters
-Shelf Talkers: refer to products on shopping list for placement
-8.5 x 11 signs: place on register poles and throughout store
-17 x 22 & 17 x 33 signs: hang from aisles and window fronts; on food barrel
-Buttons: distribute to staff (provided by SFD)
-PLU# for $10 donation: 9836
This PLU# will add $10 to the customer's total purchase.
For pick-ups or to receive additional barrels, contact Will McHenry at the Food Bank at wmchenry@sandiegofoodbank.org. He prefers email for these requests, and emphasized that it may take the Food Bank 48hours to do the swap so the earlier you can let him
know the better. Please CC me on your email when you make these arrangements.
Thank you for your support and participation!
SuperFood Drive (SFD) Talking Points
-SFD is a San Diego based non-profit organization
working to bring healthier food to communities in need.
-The goal of SFD is to change the mentality surrounding
giving. During food drives, people typically grab from
the back of the pantry and don’t consider the nutritional
value of the food they are donating.
-SFD also provides nutrition education to the
community.
-All donations made at Jimbo’s...Naturally! go to the
San Diego Food Bank.
-For more information, visit www.superfooddrive.com
Print quantities:
Shelf talker: 300
Posters: 100
Bag stuffers: 5,000
(Quantities above were equally
distributed to four locations)
Each store was encouraged to place
tables near the registers to draw
attention to the Drive.
Having products right there and ready to
purchase helped contribute
to the 658 pounds of food collected!
Cashiers politely asked customers if they wanted to make a $10 donation to SFD. Each store tracked the
number of donations made per cashier. At the end of the drive, the cashier (at each location) with the
most donations received a $25 Jimbo’s...Naturally! gift card.