MARKET SHARE Marketing With A Purpose Deepen the impact of a promo campaign with items that do double duty, working to promote a brand as well as an important cause. In response to devastating wildfires in the Valencia region this summer, McDonald’s Spain created a virtual burger to raise awareness and funds to help support their partner farmers in the area. During the three-week campaign, customers could purchase the €1 “Hamburger That Could Not Be” at restaurant kiosks. The invisible “burger” is a recent addition to McDonald’s Spain’s “Big Good” humanitarian initiative, launched in the early days of the COVID-19 pandemic to help Spanish farmers, and follows the installation in October 2021 of the brand’s iconic “golden arches” signs in Spanish fields where the raw ingredients are grown. The campaign is a great example of cause-related marketing, where a business or brand aligns itself with a social issue to help raise awareness and demonstrate corporate responsibility. Cause-related marketing helps build relationships with customers by inviting them to work toward a common goal with your brand. The 2022 Trust Barometer study by PR firm Edelman found that “societal leadership is now a core function of business” – almost 6 in 10 respondents (58%) said they purchase from brands based on the company’s beliefs and values. This echoes a 2020 study 1 Choose a cause that has a connection to your company or campaign. 2 Choose a reputable recipient. (Try www.charitynavigator.org for information.) 3 Determine your level of giving (a percentage, a match or a flat amount). 4 Choose the product(s) that will be part of the program and when they will be introduced. 5 Tell your story. Who is your program supporting and why? 6 Share your success. Let people know the positive impact you’re making together. 6 Tips For Designing And Launching A Give-Back Marketing Campaign Product Spotlight “We love to partner with our friends at Refresh Glass whenever possible,” says Keister. This 12-oz. Mixed Color 2-Pack is created from wine bottles collected from local bars and restaurants. Each glass is unique and dishwasher safe with smooth rims. Single laser engraving included per piece (logo or text). Colors vary. Refresh Glass / PPAI 757521, S1 www.refreshglasspromo.com Every purchase of this USDA Organic Lip Balm, available in four flavors and made of 95% organic ingredients, including beeswax, supports beekeepers around the globe. Raining Rose donates 1% of its annual profits to Heifer International, a nonprofit that supports farmers and beekeepers all over the world. Raining Rose / PPAI 232508, S7 www.rainingrosepromos.com 54 | NOVEMBER 2022 | THINK
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