ShopRite debuted a two-month social campaign that invites shoppers to join them in thanking their frontline workers and healthcare workers in the community.
Called Essential Thanks, ShopRite developed a site where shoppers can go and write a thank you note to a deserving associate or COVD-19 frontline worker. For each message, $1 will be donated to a regional food bank.
Wakefern Food, the retailer-owned cooperative that includes supermarket banner brands ShopRite, Price Rite Marketplace, The Fresh Grocer and Dearborn Market, will donate $1 for each message delivered during that time frame, up to a maximum donation of $500,000. The money will go to food banks in Wakefern’s trading area.
At the microsite, consumers simply click a button and type in a message that gets aggregated with others in a slick, celebratory wall. Another option is for consumers to say thanks in their social media channels tagged with #EssentialThanks. The campaign runs through June.
Earlier this month, Wakefern, through its ShopRite Partners In Caring Fund, donated $1 million to regional food banks to help meet the dramatic increase in demand for food and essentials during the COVID-19 pandemic.
“The COVID-19 pandemic has put the spotlight on what it takes to keep our communities safe and healthy every day and in times of crisis,” said Joe Colalillo, chairman and CEO of Wakefern. “We ask [consumers] to join us in thanking our store teams, warehouse workers, truck drivers, healthcare and all frontline workers for the incredible job they are doing each day by going to work to support and serve their communities.”
ShopRite is promoting the campaign through its social channels and a TV spot.