Oscar’s Good Mood

Many of us are familiar with cause programs like Tide Loads of Hope and PRODUCT (RED). There are several interesting cause-related marketing programs that don’t get enough publicity. After months of researching cause-related programs at my internship at Cone Inc., I’ve come across several inspiring programs that are worth highlighting- Oscar Mayer’s “Good Mood Mission.”
Oscar Mayer’s “Good Mood Mission” is a partnership with Feeding America. The goal of the Good Mood Mission is to get customers to turn good moods into good deeds. For every good mood submission, Oscar Mayer donates 1 pound of food towards a 2 million pound goal. To date, they’ve donated over 1.5 million pounds of food.
The online campaign is a fun and interactive tool that allows visitors to answer one of these four simple questions: “It doesn’t get better than…,” “The best cure for a case of the Mondays is…,” “What I love most about morning is…,” “It’s impossible to resist….” Once you submit an idea it is generated on the site as a floating billboard of good deeds or thoughts.
Oscar Mayer found an interesting way to subtly promote their products and leverage their cause. When visitors click the question icon, an Oscar Mayer product is suggested. For example the “It’s impossible to resist…” question is linked to their Deli Fresh Sliced Ham. The product placement doesn’t overpower the goal of getting people to submit their ideas.
I like this campaign because of its unique strategy of getting customers involved without any direct product purchase. It creates awareness about poverty and hunger. The partnership seems intrinsically linked: a major food producer and a nonprofit that feeds America. Check out the Web site and submit your good deed at Oscar Mayer Good Mission.