Is this company attempting to keep such things a secret? Are you bound by any anti-disclosure clauses in your contract to not say anything? Does the AFA already have knowledge of this (seeing as they seem to keep pretty close watch on this sort of thing in general)? To some people, it makes quite a bit of difference. To others, it makes little to no difference. Personally, I like being informed and if Company X and Company Y are equal in other things, then the decision comes down on the one more closely matching my values.
I've seen a lot of good discussion about the idea of "Christian Yellow Pages" and how we really need to balance the idea of supporting a business advertising in there with being good stewards of our money. Just because a company advertises in that booklet doesn't necessarily guarantee that they provide a better product or service than a business which doesn't advertise there. Also, if you're driving 30 miles to support that business when it is almost the same as the one 2 miles away, it may be a good time to evaluate your options.
One other thing to consider about this major company - are they alone here or is everyone providing similar services doing the same thing? E.g. If this is Ford, are they going above and beyond what Chevrolet and Honda are doing or are they at the same level?
Hope this helped some.
In Him,
-Peter