Guerilla marketing is a way to promote a product or a service in an unexpected but relevant way. This example is for Feed SA. Feed SA is “a charity dedicated to feeding disadvantaged people throughout South Africa.” Decals were placed in shopping carts that showed hungry children begging for food. Every time the shopper placed an item in their cart, it seemed as if they were handing the food to the child. The decals read “See how easy feeding the hungry can be?” Along with the decals in the shopping carts, there were collection tins posted at every exit of the store.
The strategy of this campaign was to show people that donating to this charity is a simple way to feed a starving child. The decals pulled at the heartstrings of shoppers every time they placed a new item in their cart. Seeing the begging child in their cart so many times during one visit basically forced shoppers to donate as they left the store.