Pears are traditionally an impulse purchase when consumers arrive at the store. As part of a brainstorming session about possible ideas to boost pear sales, the FullTilt team created the novel cause marketing campaign “Pears for Pairs.” The cause marketing was an extension of Rainier Fruit’s Wholesome to the Core values that already enabled a significant amount of charitable giving. FullTilt developed the concept and branding that allowed for a portion of all pear sales to be translated into charitable stock donations to local charities that support homeless causes. Creating a brand partnership with Hanes Charity Sock program allowed for further brand reach and collaboration. In year one 3 retailers participated in the program and 20,000 pairs of socks were donated to 5 charities in three states. In year two, 4 retailers participated and 25,000 pairs of socks were donated to 9 charities in four states. For both years, the program generated double-digit sales and volume increases with the retail partners.
