Believe in Heroes Campaign Raises $16 Million for Wounded Warrior Project

Acosta Sales & Marketing announced that the 2013 Believe in Heroes campaign raised $6,011,218 to support Wounded Warrior Project (WWP), a non-profit organization whose mission is to honor and empower Wounded Warriors. A growing national cause marketing campaign that brings together thousands of CPG brands, retailers and consumers to support injured service members through the simple act of grocery shopping, Believe in Heroes has raised a total of $16 million for critical veteran programs provided by WWP since Acosta founded the program in 2010.

“Acosta is in a unique position that enables us to harness the collective power of brands and retailers and channel it to benefit this important cause,” said Robert Hill, President & CEO of Acosta. “We are extremely proud of the support we have been able to generate for Wounded Warrior Project and our nation’s Wounded Warriors. Over the past four years, we have grown this collective effort into the largest co-op marketing campaign currently in the U.S., and we look forward to continuing to expand our reach and impact.”

Running from September 11 to November 11, the 2013 campaign featured 42 participating brands that offered high-value coupons in a special, free-standing insert that was circulated to nearly 53.8 million households nationwide just before Veterans Day. Shoppers downloaded 2.3 million digital coupons online in English and Spanish, including load-to-card coupons through SmartSource Xpress. One hundred ten retailer banners supported the campaign in-store with special signage and point-of-purchase materials, and raised funds through donations at the register and other initiatives. Consumers also supported the cause by making direct donations, purchasing licensed Believe in Heroes merchandise from the Believe in Heroes Gear Store and engaging with the Believe in Heroes Facebook application. One of the campaign’s digital components, this app enabled shoppers to learn more about warriors’ personal stories, download coupons, interact with participating brands and retailers, participate in a challenge to earn badges and more.

“Wounded Warrior Project is grateful to have a partner like Acosta that remains dedicated to supporting our nation’s injured servicemen and women,” said Adam Silva, chief development officer, WWP. “Year after year, Believe in Heroes makes a significant contribution to helping us grow national awareness of our organization and fund our 19 different programs designed to help this generation’s injured veterans transition back into civilian life. For that, we thank Acosta and all those who participated to make this year’s campaign a success.” To learn more about the WWP Believe in Heroes campaign, visit wwpbelieve.org.


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