A&P Enables Shoppers to Text for a Good Cause

A first-of-its-kind promotion launched by the Great Atlantic & Pacific Tea Co., Inc. (A&P), in partnership with Procter & Gamble, Children’s Miracle Network (CNM), Zavers, mGive, Blue Chip Agency and Vestcom, makes it easy and economical for shoppers to help the CMN’s 170 children’s hospitals across North America.

Leveraging the key consumer trends of messaging, online giving and coupon usage, the “Text, Give, Save” campaign allows customers to text “KIDS” to 90999 from their cell phones to send a $5 donation to CMN. Once the donation is confirmed, the texters receive $10 in coupons, which are automatically loaded onto their club cards, for such P&G brands as Always, Bounty, Cascade, Charmin, Crest, Gillette, Olay, Pampers, Pantene and Tide. The promotion will run at the grocer’s A&P, Pathmark, Waldbaum’s, SuperFresh and The Food Emporium banners in the Northeast from July 15 to July 22.

“Our company is dedicated to supporting causes that benefit the health and welfare of children,” said Ron Marshall, president and CEO of Montvale, N.J.-based A&P. “This innovative campaign is the first of its kind in the market and will not only help us support CMN and the children that need its assistance, but … also reward our shoppers for their generosity with great savings on national brands.”

“Using text messaging as a way to solicit donations, while also providing valuable offers sets a new standard in innovation, convenience and value,” added Thad Langford, president and CEO of Kansas City, Kan.-based Zavers, which has also worked with the grocery chain on its e-coupon program.

A&P operates 429 stores in eight states and the District of Columbia under the following banners: A&P, Waldbaum’s, Pathmark, Best Cellars, The Food Emporium, Super Foodmart, SuperFresh and Food Basics.