Brands Pitch in on Louisiana Flood Relief Efforts

Target, Walmart and Starbucks Support of Victims of Historic Deluge

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Target associates pitched in to help victims of the Louisiana floods.
Target associates pitched in to help victims of the Louisiana floods. Credit: Target
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Following historic floods in Louisiana, several marketers are pumping up their relief efforts. Brands including Target, Walmart, Starbucks and Tide have all contributed in recent days.

Earlier this month, epic rainfall flooded the area with over 6.9 trillion gallons of water.

Minneapolis, Minn.-based Target, which has six stores and over 1,000 staffers in the Baton Rouge area and other affected areas, has pitched in with volunteers and distribution of water and giftcards to local nonprofits. The retailer has also donated $100,000 each to the Salvation Army and American Red Cross.

Similarly, Bentonville, Ark.-based Walmart announced recently that its foundation will be giving $1 million to various nonprofits including the Greater Baton Rouge Food Bank in support. In total, the retail chain is committing $1.5 million for food and supplies.

"We have been working closely with nonprofit partners, first responders, elected officials and governmental organizations to learn how we can use our strengths to help," said Kathleen McLaughlin, president of the Walmart Foundation, in a statement.

Last week, Tide, which is owned by Procter & Gamble, sent its Loads of Hope truck to Baton Rouge in order to collect, wash and dry laundry free of charge for victims affected by the floods. P&G also handed out cleaning products including Mr. Clean and Swiffer. Duracell has also sent its truck with batteries and a charging station.

Starbucks donated $100,000 to the American Red Cross, the coffee chain said recently. The brand encouraged customers and employees to text "LAFLOODS" to 90999 in order to donate $10 to the relief fund.

Some brands have taken their efforts in an atypical direction. Pizza Hut, for example, started a GoFundMe page asking for contributions to help staffers affected by the tragedy. The restaurant chain, which is owned by $13.1 billion Yum Brands, has received nearly $8,000 of its $25,000 funding goal thus far.

In addition, the Ad Council and GSD&M recently unveiled a black-and-white ad, "Our Turn," in response to the disaster, which is the country's worst since 2012's Hurricane Katrina. The film, which includes a voiceover from Matthew McConaughey, directs viewers to OurTurntoHelp.org.

Contributing: Jessica Wohl

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