Take Me Home

Program

Each year, Purolator conducts their “Tackle Hunger Program,” collecting food and cash donations for local food banks across Canadian market cities. Since 2003, Purolator has helped deliver more than 3 million pounds of non-perishable items for food banks. With help from CFL fans, the program has helped support more than 150,000 Canadian families.

Consumer Incentive

The Purolator Tackle Hunger campaign hosts a food drive at selected CFL home games throughout the season. In return for a food or cash donation, fans have the unique opportunity to have their photo taken with the Grey Cup. Activities of the program include celebrity visits and game day opportunities for fans.  Once fans retrieve their photo, they are also entered into a contest online for a chance to win a trip for 2 to Grey Cup.

Pics2Web Project Overview

To further expand the consumer experience, Purolator contracted Tenzing to provide Pics2Web interactive technology at the various program locations. Fans who donate food or cash are given the opportunity to have a picture taken with the Grey Cup against a green screen backdrop. Afterwards they receive a PIC card with information and the web address to retrieve the picture.

For the project, Tenzing Pics2web cameras and equipment were used on locations across Canada. The Tackle Hunger website design and online retrieval process were also developed by the Tenzing IT team. Project lead Jay Sweeney noted, “with this project we were simply adding another marketing dimension to the fold.” He adds, “the program is for a good cause and being able to harness the excitement of a CFL experience with it worked great. We had a lot of fun with this one.”

Advantages of Purolator adding Pics2Web technology to the program:
• Created a unique memorable experience for CFL fans with a lasting brand memory experience
• Increased brand loyalty and connection to one of Canada’s most popular sports and national pastimes
• Useful  data and marketing information collected for use in future campaigns and projects
• Increased interest and traffic to Purolator site from the Pics2Web campaign

Campaign Results:

The Tackle Hunger program had a tremendous turnout; with a booming 75% retrieval rate, it made for a very successful program. Tenzing and Purolator will continue to build upon the success of this year’s project and find ways to make it even more successful in future years. 
Background:

Started in 2003, the Tackle Hunger program has been the recipient of the several notable industry awards, including the ACE award for “Best Use of Media Relations,” the Sponsorship Marketing Council of Canada’s “Best in Show” and the Canadian Public Relations Society’s “Merit Award for Community Relations.” 
Purolator Tackle Hunger has helped deliver more than 2 million pounds of food to local food banks across Canada.