To celebrate the 50th birthday of Hunter's green wellington boot, the company wanted to do something to improve the profile of the boots and raise money for charity. Hunter chose eight charities and allocated each one a special Giving Welly campaign colour reflecting its cause.
Hunter approached charities associated with things people do in wellies to see if they would be interested in joining the cause-related marketing scheme. Those chosen were the British Horse Society, the Game Conservancy Trust, the Woodland Trust and the Countryside Foundation for Education.
The company also included other causes Hunter believed mattered to its customers. These beneficiary charities were Rainbow Trust Children's Charity, Marie Curie Cancer Care, the British Lung Foundation and Breast Cancer Haven.
How it worked
For every pair of wellies sold, a chunk of the proceeds went into the charity pot. The pot was then divided into two, with half divided equally between all the charities and the other half distributed to each charity according to the sales of its individual colour. Proceeds from the sales of children's wellies were divided between the overall pot and the Countryside Foundation for Education. This meant that, irrespective of the colours sold, all the charities shared the collective success.
The company has put no restrictions on how the charities can spend the money.
Once the campaign was in full swing, Hunter was also approached by charities throughout Europe and the US. In response, the company donated $50,000 to the Susan Komen Breast Cancer Foundation and allowed it to sell Hunter pink wellies in the US.
So far, sales of the boots have raised £250,000 for the eight charities.
The pink boot sold in aid of Breast Cancer Haven proved the most popular, raising £52,000 for the charity. The yellow boot proved the least popular colour yet still brought in £20,000 for Marie Curie.
Sarah Eliot-Cohen, development director for Breast Cancer Haven, said: "Pink had the strongest synergy between a colour and a charitable cause. We also had the advantage that the pink welly was already the market leader."
Tony Elischer, managing director, Think Consulting Solutions
This cause-related marketing venture has a lovely story and is well connected with the brand and its values. Corporate anniversaries can be pretty irrelevant, but Hunter has given its 50th birthday meaning by expanding its product range in a fun way directly linked to charity - a win-win situation.
The clever link between the colours and the charities also helps the charities to reinforce their brands and makes a change from coloured rubber wristbands. Inevitably, the pink boots have outsold the rest, but the clever structure of this campaign means that, financially, all the charities get a reasonable share. The one thing that isn't clear is whether the charities are receiving a minimum guarantee for their association with and involvement in the promotion. The initial $50,000 to the Susan Komen Foundation is highlighted, but nothing more at this stage.
The website is worth a visit because it is easy to navigate, it's fun and it adds value to the promotion. Hunter has also been generous in directly promoting the charities and linking to their websites, again providing value to the charities.
Hunter has really thought about this campaign. It is original, unique, appropriate and very much 'on brand'.
Total: 9 out of 10.