"Good price" is a term commonly used for every retailer in Lithuania. It means the price has been greatly reduced.

We marked some of the most popular items in IKI with a "Good price" tag, but instead of costing less, the price was actually higher by 1 Euro. Every euro from purchased items with this tag would go to the food bank.

The way we put it, the price could only be called "good" if it helped others.

An easily recognisable campaign tag called "Good price" price was made, appearing on selected items, PR and online.

Discount videos, which run every day to promote items with reduced prices, were altered to include "Good price" items which were more expensive (1 Euro).

The campaign would run for 10 weeks, with "Good price" items changing every week.

IKI moderated the resulting public debate, providing facts and reasoning.

More than 300 000 Euros raised instead of projected 150 000.

Public opinion about donating shifted towards positive.

Sales of items marked with "Good price" tag did not decrease, despite being 1 Euro more expensive.

Unexpected result: the food bank saw a several-time increase in volunteer applications.