Thx!, an organization dedicated to improving the lives of farmworkers and promoting social responsibility within the agriculture industry, announced the results of its digital and in-store campaign with Sam's Club and Pedregal's Red Dragon® Grapes.
From November 2023 through February 2024, Thx! featured farmworker stories on packages of Pedregal Red Dragon® grapes sold nationwide at Sam's Club stores and online. Since the launch, more than 40,000 shoppers scanned the QR code on the co-branded label to watch the heartfelt videos of each farmworker sharing aspects of their life and a specific dream, which will be fulfilled via the Thx! partnership program with Pedregal.
From November 2023 through February 2024, Thx! featured farmworker stories on packages of Pedregal Red Dragon grapes sold nationwide at Sam's Club stores and online.
"Our program has been a huge success," said Martin Casanova, Thx! co-founder and chief dream maker. "We are getting on average 700 unique QR scans per day, with consumers going to the Thx! website after being inspired by the packaging graphics showing farmworker stories, then watching multiple videos of the farmworkers discussing their dreams."
"What really surprised us though—and demonstrates how strongly social responsibility for farmworker welfare resonates with consumers—is that we began receiving fan mail," said Casanova. "Consumers are telling us how learning about farmworkers' dreams is positively impacting them, and asking how they can do more for farmworkers. We're receiving so many consumer messages that we needed to create a new division to engage and respond."
With no cost to retailers, offering fresh fruit and vegetable brands that feature the Thx! co-branded labels are an easy and powerful way to integrate a turn-key social responsibility initiative into their diversity, equity, and inclusion (DEI) objectives and amplify their impact. The more Thx! co-branded products that sell, the more farmworker dreams Thx! can fund.
"What really surprised us though—and demonstrates how strongly social responsibility for farmworker welfare resonates with consumers—is that we began receiving fan mail," said Martin Casanova.
"The program is a win-win-win for all involved," said Raul Fernandez, co-founder and chief imagination officer at Thx! "Our program helps fresh produce brands demonstrate their commitment to farmworkers by putting a human face and honest stories to corporate sustainability programs."
"We are empowering lives by positively impacting the lives of farmworkers," says Fernandez. "Plus, we are also creating personal connections between consumers and farmworkers, while enhancing farmworkers' dignity and respect. It's a bonus that we are also boosting brand and product awareness, while creating even more product meaning with shoppers, via an innovative communications campaign."
Fulfilled dreams include receiving laptops for farmworkers and their children to stay in school and study; having home renovations done to improve living conditions; receiving appliances that make daily life easier, and more.
For more information:
Martin Casanova
Thx!
Tel: +1 (786) 258-7522
[email protected]
https://thxdreams.com