Wednesday, July 22, 2009

Snickers: Bar Hunger

Hello textbook strategy. If your brand position is “don’t go hungry,” then guess what your charity of choice will be?

So. Snickers is donating at least 3 million meals to Feeding America, fueled by customer participation. It’s simple, smart, strategic, and beats the heck out of just giving candy bars to those who can’t afford a meal. Nice work, Snickers. (I'm not sure how much TBWA/Chiat/Day New York had to do with this, but it seems they're at least involved, since they're Snickers' lead agency.)

It must be noted here – AGAIN with the Feeding America!

They’ve partnered with Quaker/Goodby/Edelman, and Mullen’s Bread Art Project, and countless others. Whoever’s in charge over at Feeding America is kicking ass with the brand participation. Someone give that do-gooder a candy bar. I'm reading: Snickers: Bar HungerTweet this!

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