Last weekend I noticed a recurrent Tweet that was mainly "tweeted" by Blissdom attendees and those following along, (Blissdom is an annual blogging conference). Above is an example of a tweet from the Johnson & Johnson owned parenting resource website BabyCenter.
I'll admit, I am not ConAgra's biggest supporter, however, I am always open to hearing all sides of a story, especially if it is for the greater good of a situation. I think it is obvious that ConAgra received plenty of advertising from this Twitter campaign, but for all I knew, they could have been balancing this out with plenty of good. Cause-related marketing, as I've mentioned in the past, in nothing new and I don't believe they should be vilified for this particular situation.
I began some light research and ended up learning quite a bit via PhD. in Parenting's Twitter feed. I did some cross research and a couple of days later, landed back on her website where she created a Hunger Equation infographic which I wanted to share. I think it is pretty objective and well done.
Overall, I don't think this ConAgra's Twitter campaign was terrible. Sure they donated the equivalent of $5000 which is a dime in a bucket for a company that grossed $12 billion in 2010, but it's better than zero dollars. And I know they have donated much more than that over a long period of time.
Do I think they are heroes? No. But their campaign was effective in engaging those who retweeted their offer. I for one, am proud of the many bloggers who saw a small opportunity to do good, and seized the moment. Sometimes we need to back away from the massive picture, and focus on the real people.