Follow the Frog 2019, this year’s edition of our annual customizable marketing campaign is approaching. It is a great opportunity for Rainforest Alliance partner companies to shout about their commitment to sustainability, and their work with the Rainforest Alliance, thereby engaging stakeholders by taking them along on the journey. During this year’s campaign from September 22-28, we will support partner companies in sharing their sustainability story and raising brand value and awareness. There is no cost to participate! The campaign dates are flexible too; you can join for all or part of the one-week period according to the best fit for your marketing calendar.
Here are three quick reasons why you should jump into action to Follow the Frog and participate in our global campaign!
1. Consumers want it
92% of global consumers expect companies to do more than make a profit—they want to see companies operate responsibly to address social and environmental issues. Follow the Frog is an excellent opportunity to show just that. And with our resources and examples of past activations, we make it easy to develop creative ways to show your commitment.
Want some ideas? Host a product tasting or create eye-catching POS materials; in-store events are a great way to build awareness of your products carrying the Rainforest Alliance Certified™ seal. Create a contest to engage your consumers, whether online, in-store or through other channels. Or promote your activities on social media for a quick and effective way to tell your story. You can be as creative as you like in building your own Follow the Frog campaign, or just use our ready-made materials, whether as is or customized with your branding. Need a particular language? We can translate our existing materials into languages needed to fit your marketing needs.
2. Employees need it
Employees are one of the most important stakeholder groups for driving forward your sustainability story. Feeling they make a meaningful impact, identifying with their organization’s mission, and believing that it does some good in the world are great motivators for work. A Cone Communications study found that 67% expect their employer to have a great purpose and their job a meaningful societal impact. And don’t forget your staff are consumers too, making them extra valuable ambassadors for your company or brand.
Inform and inspire your colleagues and communicate with them about your company’s sustainability journey. How? It can be as simple as a poster at the coffee machine, a learning lunch and quiz, a contest, guest lectures, a video, or a host of other ideas. Get started by downloading our free toolkit or let us know about your ideas and we can co-create an educational activation together.
3. The planet deserves it
Consumers expect businesses to protect the planet and people, but they must also be reminded that they too have a responsibility. Through everyday actions and conscientious decisions, consumers can have a positive impact on the environment and the climate, and on the wellbeing of people around the world. The UN Sustainable Development Goal #12 is focused on Responsible Consumption, and that is where your consumers and stakeholders can play a role every single day, in partnership with your company and brand. By joining our alliance, we can create a better future for people and nature.
How will the Rainforest Alliance support Follow the Frog?
In addition to providing companies with free resources, assets and ideas, of course, we will do our part too. We’ll launch a digital consumer activation and contest to engage consumers through a variety of channels. We will encourage followers to look for the Rainforest Alliance Certified seal as an easy, sustainable step to incorporate into their everyday purchasing choices and invite them to learn more about the story behind the “little green frog” on their favorite products… such as yours.
Don’t forget to use the hashtag #FollowTheFrog and tag the Rainforest Alliance in all your posts. The more people joining the online conversation, the further we can spread the message. Let’s #FollowTheFrog together!