CAMDEN, N.J. — Campbell Soup Co. is expanding its Labels for Education program by partnering with other consumer packaged goods companies for the first time.
The two partner companies — Diamond Foods and BIC — will provide merchandising and marketing support, and distribute Labels for Education points.
The partnership involves more than 30 items in Diamond Foods’ Pop Secret microwavable popcorn line and about 100 BIC items — including pens, pencils and markers. Campbell is in discussions with other CPG companies as well.
Labels for Education awards points to schools for qualifying product purchases. Points can be redeemed for school items ranging from scissors to gymnastic beams. To accumulate points, shoppers remove UPC labels from participating products and mail them in for redemption.
BIC products count as 1, 5 and 10 points, depending on the item and package size. Pop Secret products count as 5 or 10 points.
The brands were chosen because they are strong iconic consumer brands and complementary to Campbell's brands, according to Geoff Jackson, Campbell’s integrated shopper-marketing director.