The Collective Great Dairy's 'tub4grub' Introduces Food Sharing
Laura McQuarrie — November 26, 2016 — Marketing
References: thecollectivedairy & trndmonitor
'tub4grub' is the name of a new initiative from The Collective Great Dairy that aims to support Action Against Hunger through a creative food sharing campaign.
After purchasing and eating the contents of a yogurt tub from The Collective Great Dairy, consumers are encouraged to fill up the empty container with snacks. From there, the brand's own label can be peeled off to be replaced with a new label and gifted to a new recipient. All tubs sold will help to raise money for Action Against Hunger, but consumers can amplify their efforts by using the #tub4grub hashtag and The Collective Great Dairy will donate an extra 50 pence to the organization.
The Collective's Tub4Grub campaign is reminiscent of a conceptual foodsharing campaign created as part of a project for the Miami Ad School.
After purchasing and eating the contents of a yogurt tub from The Collective Great Dairy, consumers are encouraged to fill up the empty container with snacks. From there, the brand's own label can be peeled off to be replaced with a new label and gifted to a new recipient. All tubs sold will help to raise money for Action Against Hunger, but consumers can amplify their efforts by using the #tub4grub hashtag and The Collective Great Dairy will donate an extra 50 pence to the organization.
The Collective's Tub4Grub campaign is reminiscent of a conceptual foodsharing campaign created as part of a project for the Miami Ad School.
Trend Themes
1. Food Sharing Campaigns - Opportunity for brands to engage consumers in food sharing initiatives that support charitable causes.
2. Sustainable and Reusable Packaging - Opportunity for brands to adopt recyclable and reusable packaging that encourages consumers to reuse packaging for creative purposes.
3. Social Media Charity Campaigns - Opportunity for brands to launch social media campaigns that incentivize consumers to participate by making charitable donations based on hashtag usage or other engagement metrics.
Industry Implications
1. Food and Beverage - Brands in this industry can leverage sustainable packaging and food sharing campaigns to create brand loyalty and support charitable causes.
2. Non-profit and Charity - Organizations in this industry can partner with brands on food sharing and social media charity campaigns to leverage the reach and resources of the private sector.
3. Marketing and Advertising - Agencies in this industry can help brands design and launch impactful social media campaigns that drive engagement and support charitable causes.
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