Sunlight is communicating its community commitment story at retail.
The Henkel Canada-owned detergent brand is asking buyers to nominate people who are making a difference, inviting them to submit an entry nomination or submission via video, for the chance to receive up to $10,000 in support from the brand.
The shopper component, which includes pallets, shelf blades and neck tags, is all about the last mile of the shopper journey and ties the whole initiative together, with copy around making communities “a brighter place.”
The national program is being rolled across Walmart, Metro, Sobeys and IGA, with Sunlight’s community hero contest winners being celebrated in mid-October.
“We are proud to support local heroes making a difference in Canada, and we’re glad that we can contribute to making Canadians shine every day,” says Heidi Chiu, head of marketing for Henkel Canada.
The campaign, which includes shopper QR codes linking to the “Shine with Sunlight” contest page, ladders back to its August masterbrand work.
“Everything you see surrounding the masterbrand campaign connects and links in terms of creative look and feel and communication points,” says Lesli Lehman, director of client services for The Mars Agency, which does shopper work for all Henkel Canada brands including laundry and beauty products.
The campaign, she says, will run for two phases and will include a second in-store component in February 2024.
