It’s always nice to see brands support great causes, and packaging is a creative way to emphasize the importance of giving back.
Charitable packaging supports important causes by raising awareness. This packaging can also be a call-to-action, inspiring others to support the cause as well. Charitable packaging is often a smaller part of a brand’s overall partnership with a cause. Consumers have come to expect brands to make a conscious effort to give back to the community. Showing their charitable side through these partnerships help brands connect with their consumers on a human level.
Dial® partnered with Big Brothers Big Sisters through the Healthier Futures™ program. Healthier Futures™ promotes healthy hygiene habits. To show their support, Dial® featured artwork on their packaging that incorporates drawings by the children who participate in Big Brothers Big Sisters. The packaging captures the spirit of Big Brothers Big Sisters so delightfully with scenes that represent the mission of the organization and raises awareness of their initiatives to support children and their communities.
Patients of St. Jude Children’s Research Hospital showcased their artwork on Green Giant’s limited edition packaging. The cans featured illustrations of vegetables; sweetcorn growing tall, dancing green beans and sunny blue skies are all featured prominently in the colorful labels. The cans are one of the ways Green Giant shows their support of St Jude. The brand also donates money towards St. Jude’s amazing research, and encourages their employees to support the cause as well. In 2018, B&G Foods donated $350,000 on behalf of the Green Giant brand.
Hormel Foods raised awareness of childhood hunger with their limited edition Chili can designs. The limited-edition label represents the first time the brand has shifted away from its conventional yellow, orange, and red color scheme on its Hormel®Chili No Bean variety in more than 80 years. The cans represent the brand’s partnership with professional football player Adam Thielen for a campaign called “Thursdays with Thielen”. For every yard Thielen gained during a game, Hormel Foods donated Hormel Chili to Second Harvest Heartland in the Twin Cities. Hormel Foods was able to donate 20,000 cans, which provided about 15,000 meals.
Now more than ever, consumers need to see that the brands they support are kind, caring, and human. The brands featured above are going beyond a charitable donation by making a powerful statement on their actual packaging – a proud and bold declaration of support to their causes.