CHARLOTTE, NC: Frigidaire has partnered with Gowalla to spread awareness of farm-to-table foods this summer through a social media effort tied to Save the Children.
Frigidaire is asking online community members of Gowalla, a location-based social network, to "check-in" and share their top farmers' market locations through memories, stories, and photos. Weber Shandwick, Frigidarie's AOR, and Allison & Partners, which handles PR for Gowalla, are working together on event material and program remarks.
"Social media is where our target spends her time, gets and shares knowledge, and seeks entertainment — so it's where we are," said MaryKay Kopf, CMO of Frigidaire North America. "Gowalla is popular with the Frigidaire target, so it is a great opportunity to forge a partnership that links Frigidaire and Gowalla to benefit a cause that is close to the hearts of American families."
Meanwhile, as part of the campaign, Frigidaire also recently rolled out the second iteration of its Kids' Cooking Academy with a summer session "designed to encourage families to eat fresh foods, giving them a chance to learn more about the origins and seasonality of food and gain first-hand experience preparing just-picked ingredients," Kopf explained.
"The goal for both is long-term engagement; by forging connections and opening dialogues in the social space," added Gail Heimann, vice-chair at Weber Shandwick. "Frigidaire develops the kind of real understanding that informs all elements of the business — from marketing to product development and design."
Allison & Partners' Jonathan Heit, partner and head of digital media and technology, said they focused their account work on technology and social media outlets to motivate change in local communities."Our goal is to elevate Gowalla's position as a social guide, and engage its user base to share their experiences with healthy living and raise awareness for local farmers' markets," he said. "The partnership with Frigidaire and Save the Children underscores Gowalla's dedication to social good."
Last Thursday, actress Jennifer Garner and chef Adam Kaye, the kitchen director at Blue Hill at Stone Barns restaurant, kicked off the summer session. According to Kopf, the campaign is part of Frigidaire's $500,000 commitment to support Save the Children's programs in the US.