Rainier Fruit announced the addition of its new "Wholesome to the Core" holiday marketing program, “Pears for Pairs.” The inaugural campaign, which launches in store in October, supports the company’s pear program, while contributing a portion of the proceeds of bulk pears and pear bags sales this holiday season to the ninth annual Hanes National Sock Drive, which has distributed more than 2.5 million pairs of socks to those living homeless across the United States.
“At Rainier, our #WholesometotheCore values guide everything we do.” said Mark Zirkle, president, Rainier Fruit. “We believe in collaborating to do the most good, and partnering with Hanes on its 2018 National Sock Drive feels like a natural extension of our focus on making a difference in the communities where we do business, while offering an opportunity for consumers to exercise their values with their wallets by making a socially conscious purchase.”
The homeless epidemic affects every state and it is reported that there are up to 3.5 million people who will experience homelessness each year in the United States, according to the National Law Center on Homelessness & Poverty. The homeless walk an average of 10 miles per day, putting more wear on their socks in one week than the average American does in one year. The company said that is why socks are among the most needed, though least donated, items by shelters and others agencies serving this population.
“We’re thrilled to partner with Rainier Fruit Company to expand the reach and impact of our Hanes National Sock Drive,” said Sidney Falken, chief branding officer for HanesBrands. “We want to spark a movement to help those living homeless in America, and this is a great step toward that goal.”
In addition to in-store merchandisers that promote the campaign, Rainier has lined up several consumer events to raise awareness of the promotion. The first event, a fruit giveaway and sock collection drive on Nov. 10, will be held at the Wanderlust Festival in Austin, Texas, which draws more than 2,000 consumers. Rainer and Hanes will host the sock collection event to close out the festival weekend, and donate the proceeds to local charity, Mobile Loaves & Fishes. Rainier Fruit will also use its social media platforms to raise awareness about the issue of homelessness, including an online promotion on “Giving Tuesday” during which Rainier will donate a pair of socks for every “share” of its post.
"During the holidays, consumers are actively thinking about ways to give back, and this promotion gives them the opportunity to do so from the convenience of the produce aisle," according to Andy Tudor, vice president of business development, Rainier Fruit.
“Based on our research, pears are an impulse buy, so we’re hoping that this creative and unique campaign will capture new category sales and support repeat purchases, while also fulfilling our company mission to be Wholesome to the Core.”
The Pears for Pairs campaign is open to all retailers and will run from October through December at retail locations nationwide.
For more information:
Andy Tudor
Rainier Fruit Company
Tel: +1 (509) 731-6160
andyt@rainierfruit.com
www.rainierfruit.com