PRWeek Awards - Cause-Related Campaign of the Year

Winner

Manning Selvage & Lee and Sunkist Growers: Sunkist “Take a Stand”

When Sunkist noticed that it was losing market share to less expensive lemons imported from...

Winner

Manning Selvage & Lee and Sunkist Growers: Sunkist “Take a Stand”

When Sunkist noticed that it was losing market share to less expensive lemons imported from outside the US, it turned to Manning Selvage & Lee to reestablish a connection with its major customer base – mothers.

The 100-year-old brand embarked on the “Take a Stand” campaign three years ago, encouraging children ages 7 to 12 to run a lemonade stand and donate the proceeds to charity. Sunkist has provided the lemonade stands and the juicers.

Last year, they wanted to build on the 2,000 stands they handed out each of the previous two seasons by giving away 10,000 free stands. They also wanted to increase lemon sales by 10% in key markets while strengthening relationships with at least three major retailers, reach 10 million consumer impressions, and increase page views at sunkist.com by 50%.

Research had shown that the Sunkist target customer was women ages 25 to 35 who are educated, employed, and busy. They don’t have time to choose lemons based on brand. Studies also showed that CSR was important to these customers and they wanted to get involved. The two elements were brought together to reach Sunkist’s goals.

The 2006 campaign was launched in March with a live concert by their new, Grammy-winning spokesman Billy Dean at Harris Teeter, a retailer in Nashville, TN. Four local nonprofits with a connection to the community and the children were also brought in.

Another major event took place during the Little League Baseball (LLB) World Series, an event that Sunkist previously sponsored. Dean performed there and made an appearance at a local supermarket, Wegmans, to raise money for the LLB Urban Initiative, which builds baseball parks in underprivileged neighborhoods.

As a result, Sunkist gave away 11,000 lemonade stands last year and raised about $800,000 for charity. At Harris Teeter, a week-long promotion in conjunction with the launch produced a 29.3% jump in sales. A further four-week promotion saw a 38% increase at the retailer. Sales also increased at Wegmans.

Media impressions totaled more than 17 million, with coverage in outlets including Fox News Channel, The Atlanta-Journal Constitution, and Parents magazine. And in the past year, visits to the Web site rose 200%.

Honorable Mention

DeVries and Pantene/Procter & Gamble: Beautiful Lengths: Grow. Cut. Share.

In 2004, Pantene was on top of the hair-care market, but still wanted to find an emotional connection with consumers. Studies show that one in three women will be diagnosed with cancer in their lifetime, and 58% think hair loss during chemotherapy is the worst side effect of the treatment. Pantene Beautiful Lengths (PBL) has forged a relationship with consumers far and wide while providing a way for both men and women to donate their hair to create wigs for female chemotherapy patients. PBL launched on July 13, 2006, when the campaign’s spokesperson, actress Diane Lane, cut her hair live on Today. Since then, the campaign has generated more than 547 million media impressions, there have been more than 112,000 visits to the campaign Web site, and over 4,500 ponytails have been donated.

Finalists 2007



  • Cone and CVS/Pharmacy: CVS All Kids Can

  • DeVries and Pantene/Procter & Gamble: Beautiful Lengths: Grow. Cut. Share.

  • Manning Selvage & Lee and Sunkist Growers: Sunkist “Take a Stand”

  • Text 100 Public Relations and Xerox: Let’s Say Thanks to Our Troops

  • Weber Shandwick and Raytheon: Math Moves U Award Submission


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