Cause Marketing and Effective POP Drive Sales and Donations for U.S. Troops

""We’d like to thank GSP for being a Salute Our Troops partner and for helping to make the campaign so successful. We are thrilled to have more than doubled our fundraising goal in support of the men and women who serve our country.""

Dave Henninger
Vice President of Marketing

The Client

Headquartered in Cary, North Carolina, The Pantry, Inc. is the leading independently operated convenience store chain in the southeastern United States. The Company operates over 1,600 stores in eleven states under select banners, including Kangaroo Express®. GSP provides ongoing site-specific POP management services for The Pantry and Kangaroo Express.

The Challenge

GSP joined The Pantry for the “Salute Our Troops” campaign inviting customers to make donations toward its $1 million fundraising goal to support the USO and other military organizations. The challenge was to drive summer sales while incorporating a fundraising effort to demonstrate united support for military personnel and their families.

The Solution

GSP worked closely with The Pantry to incorporate the “Salute Our Troops” theme throughout all the existing site-specific POP elements. The Pantry raised $2.5 million in their summer-long campaign and increased store sales at the same time. Utilizing cause marketing along with effective POP resulted in a very successful marketing campaign - for both the fundraising efforts and store-level results.