ELWOOD, IND. — A new ad campaign from tomato product specialist Red Gold benefits the families of fallen military heroes.
The integrated TV, billboard, radio, and social media campaign will alert consumers and restaurant customers of the positive impact they can make when they choose Red Gold Folds of Honor Ketchup.
“We’ve invested in one of our most ambitious ad campaigns to show our true colors as an All-American company who honors and respects the men and women of our military and their families,” said Colt Reichart, Red Gold’s senior director of marketing. “The origin of Red Gold dates back to 1942 when we began to feed the GIs of World War II, so the campaign is truly part of our company’s heritage.”
Folds of Honor is a veteran-run charity that provides educational scholarships to the families of fallen military heroes. Red Gold has pledged that a portion of the proceeds from the sale of its Red Gold Folds of Honor Ketchup will go to the scholarship fund. To date, nearly $200,000 has gone to the fund through sales of the ketchup by participating supermarket retailers and restaurants who service the ketchup either at their tables or in portion control dipping cups or packets.
The campaign features a TV commercial called “The Letter” that focuses on a mother who finds a college acceptance letter to her son in the kitchen trash can. During a meal at a restaurant, she tells him that he doesn’t have to forget his college dreams thanks to a Folds of Honor scholarship funded by the Red Gold Folds of Honor Ketchup she points to at the restaurant’s table.
“The new campaign offers a glimpse at the types of experiences that occur when families realize the wonderful benefits of one of our scholarships,” said Ben Leslie, executive vice president of the Folds of Honor organization. “Red Gold is one of our cherished partners who are constantly looking for ways to raise awareness about our cause and provide us with much needed dollars to fund our scholarships.”