{case study} Shopper’s Drug Mart Seed Cards

Posted On February 11, 2017

Silver winner for Best in Green at the 2016 PPPC Image Awards!

Objectives:

To raise funds for the Canadian Breast Cancer Foundation
Support the 15th annual Growing Women’s Health campaign

Strategy and Execution:

Shopper’s Drug Mart is a long-time corporate citizen and champion of women’s health. Their support of the Canadian Breast Cancer Foundation reaches from coast to coast. As part of the massive 15th annual Growing Women’s Health campaign (formerly known as Tree of Life), Shopper’s Drug Mart sold two styles of cards with plantable seed shapes attached at Beauty Galas to tie into the growing theme of the campaign.

The target audience was Shopper’s Drug Mart customers and Canadian Breast Cancer Foundation supporters in BC and Ontario. Shopper’s Drug Mart reached out to these individuals through in-store promotions at their 794 stores, via social media to sell event tickets and e-communications sent to their subscriber base.

Two different styles of Seed Cards were chosen because they were unique, eco-friendly and they could be planted. The plantable piece on the awareness ribbon cards grew multicolored wildflowers and the carrot cards grew edible and delicious carrots. The cards with seeded shapes were highly effective in communicating and emphasizing the campaign theme of “growing”, a word that even appears in the campaign name – Growing Women’s Health. Additionally, the plantable carrot Seed Cards were chosen because they allowed CBCF to tie in the “eat well” messaging that goes hand-in-hand with cancer prevention.

Results

According to Shopper’s Drug Mart campaign personnel, the Seed Cards were very popular and contributed to a successful fundraising campaign. In total, 34,000 Seed Cards were sold across 167 stores in BC and 627 stores in Ontario.

A large amount of money was raised for the Canadian Breast Cancer Foundation, making this one of Shopper’s Drug Mart’s most successful annual events to date.

Furthermore, in choosing an eco-friendly/green promotional product, the Seed Cards were successful in supporting the Corporate Social Responsibility mandate of Loblaws, Shopper’s Drug Mart’s parent company, “to reduce [their] ecological footprint and minimize the environmental impact”.

Learn more about how you can incorporate this special, eco-friendly paper into your next corporate promotion by subscribing to our newsletter and downloading our full Seed Paper Promotions Catalog.