37th Annual Marketing Excellence Award Winner: Healthy Family Project

August 12, 2025 | 1 min to read

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The Healthy Family Project launched the Carry the Cause initiative in late 2024, merging cause marketing with community engagement to promote fresh produce and combat hunger year-round. Centered around a reusable tote bag, each purchase directly supports Feeding America. With initial partners like Harps Food Stores and future expansion to Town & Country Supermarkets, the campaign has already provided thousands of meals and gained national visibility while exemplifying commerce and community outreach.

PROMOTION

Carry the Cause

STRATEGY

Healthy Family Project’s Carry the Cause initiative is a blend of cause marketing, consumer engagement, and community impact designed to drive fresh produce awareness and help fight hunger year-round. Launched in late 2024, this program challenges the idea that giving back is only for the holidays, proving instead that generosity, just like fresh produce, belongs on our tables all year long. At the heart of the campaign is a reusable tote bag. Sold online and in select retail stores, the Carry the Cause tote offers a tangible way for families to support hunger relief. Every bag purchased directly benefits Feeding America. Initial retail partners included Harps Food Stores. This year, Carry the Cause will expand to Town & Country Supermarkets. Key brand partners (Village Farms, Shuman Farms, and RPE) have played a pivotal role.

RESULTS

From a marketing perspective, Carry the Cause is a multifaceted initiative with measurable results. In its first season, the campaign provided thousands of meals, generated national visibility through Healthy Family Project’s social and email platforms, and created a model that blends commerce, cause, and community outreach.