Market 32 and Price Chopper’s “Fill a Glass with Hope” Campaign

Let’s be honest—every year, countless campaigns pop up claiming to do good, but how many actually move the needle? Well, this one, “Fill a Glass with Hope,” from Market 32 and Price Chopper, is aiming to make a real impact by supporting local food banks through customer donations. It launched on May 1 and runs until June 30, 2025. That’s about two months of asking customers to round up their checkout change to help those in need. Sounds simple, right? But as a historian of marketing, I know the devil’s in the details—and in this case, the results.

Strategic Approach to Community Giving

And let’s move on—what’s interesting here is the strategic choice to tap into everyday shopping habits. Instead of flashy ads or big celebrity endorsements, they’re banking on a small act—adding a dollar or two—to create a community-driven movement. The campaign is part of a broader initiative by Price Chopper/Market 32, which has a history of backing local food banks. It’s not just a one-off stunt; it’s a pattern. And I like it! Because, honestly, those small gestures can add up.

They also say that past efforts like the “Fill a Glass With Hope” campaign by the American Dairy Association North East have raised over $1.5 million since 2012, with a record $731,000 in 2022. So, this isn’t just a shot in the dark.

Evaluating Campaign Effectiveness

On the other hand, we should be cautious. The campaign’s success depends heavily on customer participation, and we don’t yet have solid figures for this specific effort. The money raised, the number of shoppers involved—these are the real indicators. Without those, it’s just good intentions and social media posts. And let’s be real—many brands love to showcase their community efforts, but the true test is in the dollars and cents. Do these campaigns translate into measurable impact? That’s what I want to see in a few months.

By the way, they also say that community-focused campaigns like this tend to perform better when they’re integrated into a broader brand strategy. Price Chopper has a long-standing reputation for supporting local causes, which helps build trust. But trust alone doesn’t fill grocery shelves or reduce food insecurity. It’s the actual funds raised that matter. And I think that’s where the challenge lies: turning good intentions into tangible results.

The Real Impact and Future Considerations

Now, I’m not here to criticize—no, no, but I do question whether this campaign is just a feel-good story or a genuine effort that will bring a real lift to food banks. The fact that they’re involving multiple retailers like WEIS Market, Giant, and Safeway suggests that community giving is still a valuable marketing tool. Still, in marketing, consistency and proven impact are what counts. I tend to look at these campaigns over time, and I’d like to see the numbers before I declare victory.

People downplay the importance of physical donations, but I believe they’re still vital. Online campaigns are great, but combining them with in-store efforts creates a more holistic approach. You see, this campaign relies heavily on the physical act of shopping. That’s smart. It reminds me of how, in the past, some of the most successful campaigns were rooted in simple, everyday actions—buying a coffee, donating change, signing up at checkout.

Ideas for Enhancing Campaigns

• Incentivize donations: Create rewards or discounts for donors.
• Loyalty programs: Reward those who give regularly to encourage continued support.
• Visibility: Make giving easy and prominent at checkout.

Then… I ask myself: why not take this further? How about incentivizing donations? Or creating a loyalty program that rewards those who give? Just some thoughts. Because at the end of the day, it’s about making giving easy and visible. And let’s not forget, food insecurity is a real issue—especially in the US—and campaigns like this can help, if they’re done right.

Final Thoughts

So, what do I think? Well, this is a campaign worth watching. It’s simple, community-centered, and aligns with the brand’s values. But I’ll wait to see the actual impact before celebrating. Remember, sometimes the most impressive campaigns are those that quietly do the work without making a lot of noise.

If you’re thinking of applying similar strategies, start small but think big. Engage your community, make it easy, and track the results. Because, honestly, that’s what separates a good campaign from a forgettable one. And you? You can learn a lot from these efforts—about your customers, your brand, and your ability to make a difference.

What do you think? Do you believe that small acts like these really create change? Or are they just good PR? Comment below! Read more on our blog—you’ll find plenty of stories that show how real impact comes from consistent effort, not just one campaign. We love hearing from you.

Juliana Moreau

Marketing Strategist & Brand Consultant. Juliana is recognized for her ability to decipher complex marketing strategies and predict emerging trends, making her analysis indispensable for industry professionals. Her writing cuts to the chase, offering clear, actionable analysis that challenges conventional wisdom and reveals what really drives consumer behavior.