IGA said it will add social media components to its fourth annual Exclusive Brands donation initiative to raise money for the Wounded Warrior Project.

The components will include messaging and graphics to help retailers connect with shoppers on Facebook and Twitter to build awareness of IGA’s participation in the program; plus point-of-purchase signage to explain the Project’s holistic approach to serving injured service members that involves mind, body, engagement and economic empowerment.


Follow @SN_News for updates throughout the day.

According to Dave Bennett, SVP of procurement and exclusive brands, IGA anticipates these new elements will make a positive contribution to the overall impact of the WWP program.

“When you add in [these] elements that will help retailers connect with their shoppers and also give shoppers an idea of how specifically their donation is helping, we believe our impact will be bigger and better than ever.

“We look forward to seeing how IGA retailers use these new tools and the event as a whole to benefit Wounded Warrior Project’s important mission to honor and empower our nation’s wounded warriors.”

The IGA event — scheduled to run from May 26 through Sept. 1 — will include promotions on several IGA-label products that will be co-branded by WWP, encompassing bottled water, hotdog and hamburger buns and ice cream. In addition, three of IGA’s Red Oval manufacturer partners — The Hershey Co., Kraft Foods and Mondelez International — will put up special tie-in displays and donate funds from consumer purchasesto WWP.

Additional donations will come from retailers’ own fund-raising efforts held through community events and in-store campaigns, IGA said, and it will also donate some proceeds from its annual IGA-WWP golf outing on June 9 to the program. IGA said it expects to donate $250,000 to the Wounded Warrior Project by the fall.

Since 2011 the alliance said it has donated more than $675,000 to WWP, which works with service members injured in military conflicts to heal physical wounds as well as combat-related stress and depression.

Suggested Categories More from Supermarketnews