What’s in Your Wallet…er…Food Drive?

I love Samuel L. Jackson – no matter the quality of the movies he’s been in (from not so good to magnificent) he’s always been an actor to watch.  Combined with the brilliant “What’s in your Wallet?” tag line, Capital One has spawned a marketing juggernaut.  I don’t know how much money they’ve spent on the campaign – but it hasn’t been cheap. My guess is worth every penny for them, though

whats in your wallet

I have a Capital One card and a few others, too.  I have to say that Capital One’s services, from their website to their communiques, are top shelf and make for a terrific customer experience – the others have a lot to do to catch up.

I was thinking about marketing and experiences the other day when I caught an absolutely cool story of two NJ teens who decided to help people facing hunger.  Watch the video that captures the essence of why people like to people struggling with a sandwich instead of giving them money.  Simply put, its a better experience.  And if you’re able to tell a compelling story in an easy to understand way – you don’t have to spend the money Capital One does to get noticed.  This video has gone viral with the most recent count at over 8 Million views.  Wow!

If you watch the video – it will make you feel good – and it should.  I’m always inspired seeing young people thinking outside of themselves and doing something about it. Unfortunately, the food they are distributing (McDonald’s hamburgers) while I’m sure causing high fives in McDonald’s marketing department, capture perfectly the dilemma people experiencing food insecurity face – lack of access to healthy food.  McDonald’s food is cheap but its also not very healthy.  Better than nothing?  Maybe.  But that question poses a false choice.  Wouldn’t it be better to provide these sames folks with some apples or bananas – or maybe a healthy sandwich?

People don’t donate McDonald’s burgers to food drives but they tend to donate a lot of other food that’s in the same ballpark – not very healthy.  We’re continuing to beat the drum so people know they can donate healthier food – food that will have a better impact.   We enable people to have a great donation experience – knowing exactly how they are helping and enabling them to help in the smartest way.

The next time you see a food drive, ask the people running it or the people donating “What’s in it?”  If its not healthy food, tell them a little bit about Amp.  I wish I could say that Samuel L. Jackson told you so – but I can’t – you’ll just have to say its me.

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