WWP Enlists 30-plus Brands to ‘Believe in Heroes’

More than 30 national leading consumer brands and 100 grocery retail banners have pledged to support veterans by taking part in the 2014 Wounded Warrior Project "Believe in Heroes" campaign as the Jacksonville, Fla.-based organization marks its 10th anniversary.

Participating brands for the campaign are Bic Flex 4 razors, Brawny Paper Towels, Burt's Bees Towelettes, Campbell's Condensed Soups, Carnation Breakfast Essentials, Clorox Bleach, Domino and C&H Sugar, Duracell, Earth Balance, Gerber and Gerber Organic, Gerber Good Start Formula, Gerber Graduates, Horizon Organic, Hormel Pepperoni, Hormel Spam, Hostess Snacks and Donettes, Jell-O, Jimmy Dean, Maxwell House Coffee, Minute Maid Pure Squeezed, Purina Beggin', Purina Beneful, Purina Dog Chow, Purina Friskies, Sabra, Silk, Smart Balance, Starkist Tuna Pouches, SunnyD, Sweet Baby Ray's and Welch's Sparkling Juice Cocktail.

Beginning Sept. 7, in advance of Patriot Day and running through Veterans Day on Nov. 11, Believe in Heroes will reward consumers who show their appreciation for injured service members. The program calls on consumers to "Shop, Share and Save," encouraging them not only to shop and receive discounts in support of injured vets, but also to learn their personal stories and invite others to join the cause.

Each participating brand will offer shoppers a high-value digital coupon that will be promoted in two special issues of the SmartSource Magazine coupon insert, which will be delivered to 53 million households across the country in newspapers published on Sunday, Sept. 7 and Sunday, Nov. 2. The coupons will be available for download online in both English and Spanish through the end of November.

Grocery retailers throughout the United States will aid the effort by promoting Believe in Heroes through circulars and/or in-store programs, special signage, point-of-purchase materials, and contribution tearpads at checkout.

"The grocery industry’s support of injured service members through Believe in Heroes is nothing short of remarkable," said Robert Hill, CEO of Acosta, the Jacksonville-based sales and marketing agency that works on the campaign with WWP. "Our veterans have selflessly sacrificed to protect and serve our country, and this movement firmly demonstrates our collective commitment to giving back to our nation’s heroes when they need our help the most."

Since it was created by Acosta in 2010, Believe in Heroes has become the largest co-op marketing program in the United States. Uniting thousands of CPG brands, retailers and consumers, the campaign has raised $16 million for WWP to date, helping to enable the expansion of veteran programs that help more than 50,000 injured service members. The 2014 campaign's goal is to surpass the amount raised in 2013.