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One hundred banners to partake in cause marketing campaign

One hundred grocery retail banners and 30 national consumer brands have pledged to participate in the 2014 Wounded Warrior Project Believe in Heroes campaign, whose mission is to empower injured service members, according to Acosta Sales & Marketing.

As part of the campaign that begins Sept. 7 and runs through Nov. 11, grocery retailers will support the effort by promoting Believe in Heroes through their circulars and/or in-store programs with special signage, point-of-purchase materials, and contribution tear pads at the checkout.

Each brand will offer consumers a high-value digital coupon that will be promoted in two issues of the SmartSource Magazine coupon insert delivered to 53 million households nationwide at the beginning, and nearing the end, of the campaign. The coupons will be available for download in English and Spanish at

Since its inception in 2010 by Acosta, Believe in Heroes has grown to become the largest co-op marketing program in the U.S. Bringing together thousands of CPG brands, retailers and consumers, the campaign has raised a total of $16 million to date and has helped enable the expansion of its life-saving veteran programs that now directly serve more than 50,000 injured service members. The goal of the 2014 campaign is to exceed the amount raised in 2013 as WWP recognizes its ten-year anniversary.

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