"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.

We sparked a public debate to encourage donations in a country where charity is extremely unpopular.

Instead of reducing cost for the "good price" items in IKI stores, we increased the price by 1 Euro. Every euro from the marked items would go to a local food bank.

Initially, the initiative was met with distrust. Buyers were divided whether the donations should be compulsive, and whether this can be called "a good price". Eventually, the campaign came out as a winner, doubling the projected donations.

The campaign started practically overnight, with "Good price" items appearing in stores, and discount videos on TV unexpectedly promoting not discounted, but more expensive items.

We anticipated the public backlash that followed, moderating the discussion in press and online. The position of IKI was to calmly explain why the donations are necessary, the philosophy behind the "Good price", and provide the facts about all the hungry people that are waiting for help.

The discussion went as planned, with the public opinion greatly changing throughout the campaign. In the end, the campaign was seen in a very positive light, and donations were even greater than expected.

People in Lithuania are very unwilling to donate, because the living standard is low for most of the population.

Supermarket chain IKI plan to raise 150 000 Euro for a food bank, but the task seems impossible given the donating habits of its buyers.

People are counting pennies and hunting for discount prices. They are not interested in giving away their hard earned money for a charity.