About the Campaign

To honor the brand’s 150th Anniversary and nod to its long history of philanthropy, we turned the iconic Bloomingdales Little Brown Bag into a “Little Good Bag” for charity. As the inventors of perhaps the first branded shopping bag, Bloomingdale's wanted to do something never been done before with NYT so, for the first time ever, the recognizable paper bags we’re inserted into the newspaper in select markets. We worked closely with Child Mind Institute, of whom Bloomingdale's has been a founding partner since 2009, to collect self portraits by participants in a four-week summer treatment program for children ages 5 through 10 who need help with behavioral, learning, and social issues. Consumers who redeemed this bag, in store, received a gift card of surprise value.

In addition to the custom print insert and the in-stream mini narrative, the program was amplified via high-impact digital placements and audience targeting.