CAUSE RELATED PROGRAM - Beatrice Cheese

Beatrice Cheese, sold under the County Line name, was a leading brand in 39 markets. In each of these markets, they had allocated market development funds (MDF) that were essentially unused by the brokers and retailers. Our challenge was to help them use those funds in a way that also supported brand sales. We recommended a focus on youth represented by the world’s largest out-of-school youth organization, 4-H. We negotiated a “first ever” relationship with 4-H and titled the promotion 4-Our-Kids. Supported by a national FSI, the program had a national instant win on-pack sweepstakes in which consumers could win computers and other educational prizes. At the heart of the promotion, local 4-Hers in each of the 39 markets were encouraged to visit their local retailer to put on a “County Line County Fair” event during national 4-H week. This event was to take place in their local retailer’s parking lot in return for a cash donation presented by the retailer but funded by the MDF funds. During two weekends, over 120 events were run in the 39 markets generating over $30,000 for local 4-H clubs. This program was an unqualified success on several levels: it effectively uses the MDF funds, it increased sales, and it built goodwill among consumers and retailers. Ultimately, its success was assured by a unique ability to help local retailers market themselves to their local community.