Store Brands 2012: Store Brands With a Cause

PLEASANTON, Calif. — Cause-marketing programs and event sponsorships are more commonplace in the private-label industry.

Safeway [4] distributed samples of its new In-Kind line in race packets at the Nike Women’s Marathon in October 2011. Held in San Francisco’s Union Square, the annual event is held to raise funds and awareness for the Leukemia & Lymphoma Society. More than 20,000 runners compete each year.

The In-Kind line includes lotions, body washes, shampoos, conditioners, facial products and hand soaps—all made from 90% natural ingredients. All items do not contain parabens, sulfates, pesticides or synthetic colors.

Runners commented on the Safeway blog about how they liked the samples.

“I received the In-Kind Lotion product in my race packet at the Nike Women’s Marathon,” one runner wrote. “I love it.”

(This article is part of SN's "Store Brands 2012: State of the Industry Report," which examines trends in private-label products and marketing. See the Related Articles list below for more stories in this report. Read Carol Angrisani's Store Brands 2012 introduction here. [5])

Meanwhile, Price Chopper Supermarkets [6] aligned its store brands with the fight against breast cancer.

During Breast Cancer Awareness Month in February, Price Chopper donated 5 cents to various breast cancer initiatives, up to $250,000, with each purchase of select Price Chopper-brand products.  Participating products included canned vegetables and soup and ginger ale.

The retailer introduced the promotion with a store coupon for a $1 off any five Price Chopper-brand Breast Cancer awareness products.