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“Believe in Heroes,” a campaign launched by Acosta Sales & Marketing, a full-service sales and marketing agency in the consumer packaged goods (CPG) industry, and the Wounded Warrior Project (WWP) has raised $5 million for veteran programs provided by the nonprofit organization.
The third annual program, which ran from Sept. 11 through Nov. 11 (Veterans Day) and included the participation of more than 55 brands and 90-plus retailers across the United States, encouraged consumers to help injured servicemen and –women through grocery purchases. Acosta created the program in 2010.
Participating brands offered high-value coupons in a special free-standing insert received by almost nearly 53 million households across the country in Sunday, Nov. 4 newspapers. Retailers backed the campaign in-store with special signage and point-of-purchase materials, and raised funds via checkout donations and other initiatives. Consumers could support the cause by calling a toll-free number and sending text messages to donate directly, or by purchasing licensed campaign items from the Believe in Heroes Gear Store.