Cause Marketing Forum Honors Top Campaigns

Macy's, Feeding America Lead Halo Awards

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Feeding America and Macy's are being awarded top honors as the Golden Halo Award winners by the Cause Marketing Forum at the organization's annual awards luncheon today in Chicago. The eighth annual Cause Marketing Halo Awards recognize companies and nonprofits for their work in furthering various causes.

As part of the awards, the Cause Marketing Forum honors one business and one nonprofit for their leadership and outstanding efforts in doing well by doing good. As the business winner this year, Macy's is being recognized for expanding its cause efforts despite the recession and supporting them with substantial promotional budgets. Its partnerships with the American Heart Association, Feeding America, Make-a-Wish Foundation, National Park Foundation and Reading Is Fundamental, among others, raised more than $36 million in 2009, up from $32 million in 2008.

As the nonprofit Golden Halo Award winner, Feeding America is being lauded for the many new and renewed partnerships it has established since rebranding itself, moving away from its Second Harvest moniker. Among its efforts, the Chicago-based network of 203 food banks linked with General Mills in the Pound for Pound Challenge, with the marketer donating a pound of food for each pound fans of NBC's "The Biggest Loser" pledged to lose; worked with Walmart in the retailer's $2 billion Fighting Hunger Together initiative; and doubled the number of stores in its retail donation program to collect almost 200 million pounds of food.

In addition, 22 category awards are being presented:

Best Transactional Campaign
  • Gold: eBay GivingWorks: eBay and MissionFish
  • Silver: Send a Net. Save a Life. See a Game.: National Basketball Association and United Nations Foundation

Best Message-focused Campaign

  • Gold: Ben & Jerry 's Hubby Hubby: Ben & Jerry 's and Freedom to Marry
  • Silver: Iams Home 4 the Holidays: Iams and HelenWoodward Animal Center

Best Health Campaign

  • Gold: Send a Net. Save a Life. See a Game.: National Basketball Association and United Nations Foundation
  • Silver: Cybex Pink Ribbon Run: Cybex and the Breast Cancer Research Foundation

Best Environmental/Animal Campaign

  • Gold: SunChips Building a Pre-eminent Green Brand: Frito-Lay
  • Silver: ReclaimPartnership: Sprint, Samsung and the Nature Conservancy

Best Social Service/Education Campaign

  • Gold: Pound for Pound Challenge: General Mills, "The Biggest Loser" and Feeding America
  • Silver: Focus on Baby Safety: Toys 'R' Us and the Home Safety Council, Kids in Danger and Safe Kids Worldwide

Best Digital Marketing Campaign

  • Gold: PinkTogether: General Mills and Susan G. Komen for the Cure
  • Silver: Join Shaq Give Back: Toys 'R' Us and the Marine Toys for Tots Foundation

Best Event Campaign

  • Gold: Drive Out Hunger Tour: The Cheesecake Factory and Feeding America
  • Silver: Hear the World: Phonak and Hear the World Foundation

Best National/Local Integration

  • Gold: New Balance/Komen 20th Anniversary: New Balance and Susan G. Komen for the Cure
  • Silver: Lose for Good: Weight Watchers and Share Our Strength

Best Print Creative

  • Gold: Sweethearts Red, White & You: New England Confectionery Co. and USO
  • Silver: SunChips Building a Pre-eminent Green Brand: Frito-Lay

Best Online Video

  • Gold: SunChips Building a Pre-eminent Green Brand: Frito-Lay
  • Silver: Boxtops for Education—Power of One: General Mills

Best Broadcast Video

  • Gold: Iams Home 4 the Holidays: Iams and HelenWoodward Animal Center
  • Silver: Limeades for Learning: Sonic Drive-In and DonorsChoose.org

For more information about the Cause Marketing Forum and the Cause Marketing Halo Awards, visit www.causemarketingforum.com or call CMF President David Hessekiel at 914-921-3914.

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