PepsiCo, Purchase, N.Y., has partnered with Dallas-based 7-Eleven Inc.'s convenience stores nationwide to help donate money to Feeding America, a hunger-relief charity that provides emergency food assistance to 37 million Americans each year, including 14 million children and 3 million seniors.
Through Dec. 31, PepsiCo will donate $0.05 from each 20-ounce Pepsi product purchased at participating 7-Eleven locations, totaling as much as $250,000 in proceeds. Customers also have the chance to double their donations by “checking in” to 7-Eleven on Facebook.
"We believe it's important to create unique, point-of-sales marketing programs that engage our customers and provide them with a convenient, immediate way to do good," said Bryan Welsh, Pepsi shopper marketing vice president, in a statement.
Pepsi and 7-Eleven will have in-store and online promotional displays and advertising to drive deeper awareness, including case cards on Pepsi end-caps coupled with national and hyper-local advertising on Facebook and participating food bank websites.
"Studies show that cause-marketing and social media are two critical ways to reach millennial consumers, a target demographic for both 7-Eleven and Pepsi," said Jesus Delgado-Jenkins, 7-Eleven senior vice president of merchandising, marketing and logistics, in a statement. "Pepsi has been a great partner in extending our partnership with Feeding America, a charity focus for our companies."