Unilever has partnered with startup cause-marketing agency Carrotmob, which convinces "mobs" of consumers, largely through social media, to support a product or service in exchange for the company's contribution to a cause. In a test campaign at California Fresh & Easy stores, "[m]ore than 250 Carrotmobbers showed up to shop in exchange for the retailer agreeing to install five non-ozone depleting freezers," writes Joan Voight.